Product Lifecycle

The Product Lifecycle:

> The product lifecycle describes the stages a product goes through from when it was first thought of until it finally is removed from the market. Not all products reach this final stage. Some continue to grow and others rise and fall.

> I think that Abercrombie and Fitch are in the late stages of maturity due to the saturation of the market and the amount of competitors they have. Even though A&F's sales are increasing again after declining for 3 years I don't think that they are a relevant enough brand to continue to grow considerably and so are threatened by the decline stage of the product lifecycle. Therefore Abercrombie and Fitch need to consider extension strategy such as changing advertising or reducing prices to attract new and different customers.