Essay about A&F Marketing Problem

721 Words Feb 7th, 2016 3 Pages
Jordan Ashley Mascia
Professor Raschilla
Marketing Management
15 November 2015

Abercrombie & Fitch’s long talked about Marketing Problem

Abercrombie & Fitch is a retail store that has been around for a very long time. The store and its brand is one that has always appealed to a younger crowd. For many years, their brand was extremely popular, and their sales were outstanding. However, within the last few years the company’s sales have dropped drastically. There are a few major reasons as to why their sales have continually been dropping. If these problems are not fixed, Abercrombie & Fitch is expected to be no more.
Abercrombie & Fitch is well known for their sex appeal. Their store walls are decorated with
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Because of this issue, Abercrombie & Fitch should start to change their marketing approach. If they do not make changes and quickly, A&F is expected to disappear in the near future.
By researching this ongoing problem, it is clear that many marketing principles were not followed like they should be. Abercrombie & Fitch should have started making changes to their marketing plan and brand as soon as they saw sales dropping. However, the company and CEO Mike Jeffries felt that their clothing and marketing was perfect the way it was. Our youth today are not intrigued by the same things our youth last generation were interested in. Many other stores have taken the place of Abercrombie & Fitch in the hearts of our youth. These stores, including Forever 21, H&M, Zara, and many more, focus on what is currently in style. These stores do not have one particular look or style to their merchandise. They make sure to appeal to many different people and age groups. This is what Abercrombie & Fitch is desperately missing. They continue to have this idea in their head that their style is one that will never go out of style. Basic marketing principles are important for all companies to follow, yet Abercrombie
& Fitch just does not seem to understand that.
CEO Mike Jeffries stepped down as CEO back in 2014. His ideas for the company were twisted, and ones that the board no longer agreed with. After Mike Jeffries left, the company began making plans to

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