EOC Chaper 6 Discussion Questions

1. Does A&F reinvent its brand strategy every year through its product assortment? Is it successful? Why or Why not?

I don’t really think that they change their brand strategy, because the current one they have has proven to be quite successful. People know who they are just by a shirtless guy on their bag, loud music bumping as you walk by, and “models” standing outside of their doors. They know who their market is and just how to get them in and their strategy, which really isn’t all that much of one, works.

2. How does A&F brand its products? Do you think its brand practices are successful?

They brand themselves by their shopping bags and by their t-shirts with their name on it. They don’t even really need to sell the jeans, or the jackets, or the polo shirts because you know exactly when someone is wearing an A&F shirt because in big letters it will say A&F. Their brand practices are very successful because you can’t miss their name being on a shirt they sell.

3. How do retail store atmospherics such as music, fragrance, lighting, store props, and retail brand associates strengthen a brand message? How do they weaken it?

I think for their already loyal customers, their store atmospherics work. If you’re a new customer then it might keep you a little on edge when you first walk into an A&F store. The music is loud, their cologne is strong and the music is dark. It makes me wonder if the “models” are as good looking as they want them to be or if that’s the reason why the atmosphere is the way it is. For me, the whole dark, musky feel doesn’t work for me because I’m not an A&F customer. If I were a 24 year old frat boy who loves house music and to smell like a shoe, then sure I would love it.

4. What feelings or emotions do you experience when you enter an A&F store? Do you think A&F tries to intimidate its customers by using extremely attractive models?

I don’t think they’re trying to intimidate anyone with their models, I think that’s what brings them in trying to give off the idea of “Hey, you can look like this too and get all these people fawning after you, if you buy our clothes.” I’ve had a bad customer experience at the store so I pretty much have written them off of places I’d consider going into.