Abercrombie & Fitch Marketing StrategyIntroductionAbercrombie and Fitch is an international fashion retailer offering clothing, fragrance, and luxury products aimed at consumers aged 7 to 25. The brand describes its retail niche as “casual luxury.” . The Abercrombie and Fitch company has a strong brand image based on provocative communication and a specific in-store experience well suited to the cool lifestyle it promotes. The company operates under four different brands; Abercrombie, Hollister, Ruehl and Gilly Hicks through U.S.-based stores, international stores in Canada, Europe and Asia and online operations. Abercrombie and Fitch is now one of the oldest retail and clothing organizations in the 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 collaborated with Ezra Fitch to become Abercrombie and Fitch. The company began to focus on providing outerwear. In 1988, Abercrombie & Fitch Company made the decision 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), which also corresponded to the introduction of many brands in a decade. Abercrombie & Fitch Company began its activities in 2007 in the United Kingdom, its store being more precisely located in London, in Burlington Gardens. Relevant market Abercrombie and Fitch targets a specific audience to make its 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 an important occasion. Product-related segmentation For completeness, it is possible to group products rather than consumers using product segmentation. According to (Bamett, 1969), consumer segmentation should be abandoned and much emphasis should be placed on the domain-specific criteria by which consumers distinguish products and brands. Nevertheless, according to Lunn (1978, pp. 366-367), it is useful to group consumers according to their requirements based on variables specific to the product domain, just as it is useful to group products based on the measure in which they are perceived to meet these requirements. requirements. So it is very important for Abercrombie and Fitch to segment products because it is very useful in identifying products that compete with each other..