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Essay / Research Paper Abstract
A 4 page paper answering 4 questions about this retailer’s difficulty in keeping the attention of the narrow target market it seeks. The questions are based on a 2003 article appearing in The Wall Street Journal, “Maybe Sex Doesn’t Sell, A & F Is Discovering.” Bibliography lists 5 sources.
Page Count:
4 pages (~225 words per page)
File: CC6_KSmktgEmotBrnd.rtf
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Unformatted sample text from the term paper:
and the consumers who the brand has intentionally excluded? "Describing Abercrombie & Fitch Co.s target customer on a conference call with analysts last
year, Chief Executive Mike Jeffries was precise: 18-to-22 college guy who has a good body and is aspirational. He added: If I exclude people - absolutely. Delighted to do
so" (Branch, 2003). Though it is necessary for retailers to find the place in their industry that they want to occupy, defining that place too narrowly is as dangerous
as not defining it narrowly enough (Attention Kmart, 2002). A & F defined an extremely narrow target market and then failed to retain individual customers belonging to it.
1a. What does the tone of the article suggest about this strategy? As Branch (2003) notes, men "have
defected from the brand at a rapid rate, a fact that Wall Street partly attributes to the homoerotic undertones in the companys marketing (bare-chested guy greeters have recently been stationed
at some store entrances)," while frequently free-spending teens complain about prices. A & F defined its target market far too narrowly, apparently without any regard for what members of
that market truly wanted from a clothing store. 1b. What generational strategy are they using based on Gob?s text?
A & F has focused on seeking to attract teens with money to spend and with an urge to shock their parents. This is a general goal
of teens, of course, for the most important task of the teen years, developmentally speaking, is to gradually move toward independence from parents. A & F has played on
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