Marketing Strategy of Abercrombie & Fitch IntroductionAbercrombie and Fitch is an international fashion retailer that sells clothing, fragrances and luxury products for consumers aged 7 to 25. The brand describes its retail niche as "casual luxury". Abercrombie and Fitch Company has a strong brand image based on provocative communication and a specific in-store experience that fits well with the cool lifestyle it supports. The company operates under four different brands; Abercrombie, Hollister, Ruehl and Gilly Hicks through US-based stores, international stores in Canada, Europe and Asia, and online operations. Abercrombie and Fitch is one of the ancient retail and apparel organizations in the modern day world. It was founded in 1892 in the United States by its founder David Abercrombie in the United States. Eight years later, the owner of this company teamed up with Ezra Fitch to become Abercrombie and Fitch. The company began to focus on providing outdoor clothing. In 1988, Abercrombie & Fitch Company decided to transform its image into that of a luxury lifestyle brand. The company began to expand to other parts of the world such as the United Kingdom and Canada (Abercrombie & Fitch, 2006). the introduction of numerous brands within a decade. Abercrombie & Fitch Company started its operations in 2007 in the United Kingdom, with its store located in London, in Burlington Gardens, to be precise. Relevant Market Abercrombie and Fitch target a specific audience to make their customers feel young and beautiful. The young adult population is attracted to stores like Abercrombie and Fitch because of the store's sex appeal. Young and beautiful adults are ready at the door... middle of paper......t quality3. While 31% purchased Abercrombie and Fitch products as symbols of some important occasion. Product Segmentation For the sake of completeness, you can group products rather than consumers using product segmentation. According to Bamett, 1969, consumer segmentation should be abandoned and much of the emphasis should be placed on industry-specific criteria by which consumers distinguish between products and brands. Nonetheless, according to Lunn (1978, pp. 366-367), it is as useful to group consumers in terms of requirements from specific product sector variables as it is to group products in terms of the extent to which they are believed to satisfy these requirements. requirements. Therefore it is very important for Abercrombie and Fitch to carry out product segmentation as it is very useful to identify which products or products are competing with each other.