Abercrombie And Fitch Within Us And Uk Market Essay

The analysis of Abercrombie and Fitch company presence on markets of the United States and the United Kingdom is not an easy task. Its explanation could take us a long time to explain, but aiming to answer the question asked in the task, I will try to put it short. So, let’s analyze the marketing strategies and improvements of the brand presence on the market. Advantages of the brand The first thing which catches an eye of a marketing specialist when talking about this brand is that they strive to have something to offer to representatives of different age groups. Thus, parents can get clothes for their children and young adults. Meanwhile, the youth also has a variety of option within the store. So, no matter what your age group is, you can always find something for yourself. Besides, they strive to be associated with the lifestyle of the youth. And thanks to professional approach, their markets get most of their revenues thanks to this position. Presence in the US and UK markets It is interesting enough that most of the stores of AF are located in the United States mostly due to the fact that this is the country the store originated at. However, according to the official data, the major deal of its revenue comes from European stores. It is a result of bad planning and poor organization of the distribution channels. Moreover, according to the Forbes, the store moved down the list of most recognized brands worldwide. Today, they are on the 550th place which is twenty-six points lower than only a few years ago. After the company management had realized that their venture is going through some hard times, they took measures both in the US and UK to promote the brand. Thus, that is when they started taking pictures of their employees for their marketing campaign to connect their brand with real-life people. Not only all their posters contain partially naked models but also they are shot at the places most people know about. The stores became more open. Thus, instead of keeping the inside of each store certain intrigue, they made the window shopping at their stores possible. Now, when passing by the store, one cannot but gaze into beautiful designs of clothes available there. Finally, their latest move was to make the franchise option possible for many different countries. Aiming to increase their revenue, the company’s management is trying to increase their influence on an international level. All in all, Abercrombie and Fitch take compatible positions both in the UK and US markets. With only a few changes added to the overall system and functioning of the venture, they can easily gain their positions back as well as even increase their presence. This company with its long history is of much interest to marketing specialists, as they can see how the management adjusts to the slightest changes in the market and make their product even more attractive and acceptable to the potential clients. So, investigating more about how this venture functions can help businesspeople understand the most effective practices of business.