Abercrombie and fitch previous hard-line stance accidental refused to lower prices. Although a casual wear brand, but it is for the high-end customers. It is with the "casual luxury" to define the brand connotation, "with the best cashmere, Pima and create high-quality leather dress casual self," and with time-tested, the best equipment, "the top denim”.
More importantly, abercrombie and fitch have had the painful lessons of damage to brand price. abercrombie and fitch just a few years ago, with its comfortable texture and design set a sexy young high-end casual brand in the United States in the position, good day, a few days on the face of a recession. Also in the intense competition, abercrombie and fitch announced 15% price reduction across the board. Although price promotions in the short term look for the company to win some customers, but when the economic recovery, abercrombie & fitch sales did not increase as a result, the company realized that prices for brand damage is much higher than they expected.
Abercrombie and fitch decided to restore its high-end leisure brand image. Mike Jeffery cut abercrombie and fitch outlet of the marketing plan, product price increases, the price of a pair of jeans nearly $ 100, expensive than the original 15 to $ 20. Moreover, abercrombie & fitch will most of the shops open in the upscale shopping mall, the store design also strictly controlled. Although there are some stores still use the old carpet and colleges in Scotland Plaid style wallpaper and posters, but most stores have adopted a more modern decorative white walls and black shutters, shop dome light dim, the use of spotlights lighting, shop use abercrombie & fitch own brand fragrances Fierce, playing electronic music.Source:http://www.abercrombienhollister.com/tough-stance-accidental.html post the article on 27 May.2011
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