Formative Feedback - Consumer Demographic

Original Consumer Demographic:

Abercrombie and Fitch’s current consumer demographic includes the age group of 21-24-year olds. The typical Abercrombie and Fitch customer that A&F seem to be marketing towards is an American college student or recent college graduate who is fairly affluent, friend orientated and travels the world. This is the consumer that is portrayed on Abercrombie and Fitch’s social media outlets, as their Instagram features young people enjoying trips with friends across the world from Rome to New York whist wearing classic Abercrombie and Fitch designs to fit in with their traditional all-American style that fits with their American heritage.

Feedback:

Limited consumer research at present. You could briefly explain their segmentation strategy for the market.

Consumer Demographic after Feedback:

With Abercrombie and Fitch’s former CEO Mike Jeffries, he made very clear who A&F’s target market was. “We hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don't market to anyone other than that.” He created a very specific and exclusive Abercrombie and Fitch customer, who was a young, outgoing student with a lot of friends. "In every school, there are the cool and popular kids, and then there are the not-so-cool kids," he says. "Candidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don't belong [in our clothes], and they can't belong. Are we exclusionary? Absolutely. Those companies that are in trouble are trying to target everybody: young, old, fat, skinny. But then you become totally vanilla. You don't alienate anybody, but you don't excite anybody, either."

These statements caused upset, but this well-known Abercrombie and Fitch target market was changed with the introduction of new CEO Fran Horowitz.

Abercrombie and Fitch’s current consumer demographic includes the age group of 21-24-year olds. The typical Abercrombie and Fitch customer that A&F are marketing towards is an American college student or recent college graduate who is fairly affluent, friend orientated and travels the world. This is the consumer that is portrayed on Abercrombie and Fitch’s social media outlets, as their Instagram features young people enjoying trips with friends across the world from Rome to New York whist wearing classic Abercrombie and Fitch designs to fit in with their traditional all-American style that fits with their American heritage.

Comments:

For my consumer demographic section I commented on the old infamous Abercrombie and Fitch customer that Mike Jeffries installed into the company.