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Abercrombie Fitch, referred to as AF,1892 years was founded in United States New York. Brand identity for a deer, give it the nickname for the China market: small deer. AF with high style, high quality and Super fresh style, becoming United States leisure first brands, at the same time by the United States, and Canada, continue to spread, resulting in new global new fashionMark.
Well received by European, American and Asian youth's favorite. AF branded as a "casual luxury". Brand connotation of it consists of three areas: first, the luxury: AF product sense quality, outstanding design, in the United States belong to the noble symbol of; the second, leisure: AF advocates College wind, is the United States young men clothing brands, lead the way, ads, products are revealed "cool"Brand connotation and third, Risk Taking, unfettered: decadence of the advertising image of yourself and the slogan "the adventure goes on" can be reflected.
AF University, market positioning in high school campus that consumption levels in the lower end of the market, pricing in the scope of the ordinary student can afford. AF products compared to other luxury goods, Lower-priced, for example and rival J.Crew price comparison, AF men's shirts priced at US $ 60~90, and J.Crew men's shirts priced at $ 70~160. AF brand in the United States or even in the world, it is a symbol of high end. AF low pricing and high end brands of "contradiction" thought. This "contradiction" is the essence ofSensory high added value compared with lower actual price difference.
How to perfectly and makes this "sensory differences" is where the lessons and learning. Surface: high-end marketing factors of aggregate United States marketing guru Philip �� Kotler says: "marketing is not selling products or services to the customer, but rather an art of creating real value for customers. "AFCode of conditioned reflex theory of consumer behavior, some of the high-end luxury market factors come together, bring out the brand of high-end, allows customers in the luxury shopping mood. 1. retail stores based functions. Retailers influence consumers ' perception of the quality of their services and consumer decision of where to go shopping. AF will most of the shops open in the high end shopping centre, shopDesign of luxury, all-solid wood-pattern carpet and Scotland, as well as the iconic Elk head, people like in the aristocracy of the living room.
This retail store image, highlight the brand connotation of luxury. 2. Assistant secondary effects. AF recruiting sales personnel for the brand-name of University and high school students, they are carefully selected out. Each shop is handsome and beautiful,Sports, has a charming, open, passionate appearance memorable. Head of the company said: "our concern is to find staff to represent our brand style, this style is the so-called campus style, which has the appeal of student leaders will sketch out our brand image. "Fresh-the salesman sketch out the youth leisure brand, and high-quality shopPaint a high-end brand connotation. 3. rendering effects of fragrance. Fierce AF in the shop's own brand perfume, this is authentic United States advanced counter goods coming out of taste. Is listed as United States luxury perfume, priced household names and international is comparable. This unique fragrance is sprayed on in a fashion not only, rinse 3~5 time toNot out.
While stores are filled with the aroma, walking in a department store, is far to smell this perfume.
AF this unique marketing approach of using expensive perfume stands out not only a sense of luxury products, while improving product recognition. All in all, the aggregate of many advanced, luxurious image, brand image at the top. And consumer behaviorLaunch Code condition shows that an image repeated it will stimulate consumer impressions.
Therefore, whether it is the image of store decoration, shop assistants or the perfume set off, repeated information to consumers is: luxury. Deep: high-end enterprise capabilities you want to do brand and price control in the same price segment of lower-grade brands is a matter difficult to achieveFeeling.
Successful brands are elements of talent, capital and other resources, information, development of polymers. Pricing power 1.AF products to spot on the high quality cotton material, rather than the pursuit of power flow involves a lot of material. This choice will not only benefit economies of scale, but also ensure the quality of products, and other expensive materials while reducing the cost of raw materials.2. with a view to closer to the target market, hiring college students design team, which not only reduce the cost of design, but also to design the target customers most in need of the product. 3.AF discounts for each one on a regular basis, total discount features: different discounts are different, but the principle is the classic does not discount, for more style with less sales discounts. Shop discount features:Out of season clearance, it will only appear in the online store, and does not appear in the store.
This clearance price is as low as 30 percent, not only tends to lower the price of the product, but also conducive to the reduction of inventory costs. Perfect for product cost controlling is the embodiment of pricing power, is its lower price impression came from. Because the consumer not only refers to the actual price of perceptionPrice also has the reference price.
AF is not only lower than the brand of the same grade price, this is an external reference prices low and moderate prices makes impression of consumer product prices low, this is an internal reference prices low. High-end quality brand positioning and overall brand image is important, but the top priority is the quality of the product, in addition to low pricesRealization of optimal product quality is also a major bright spot AF brand. 1. clothing materials, internationally recognized premium material for leather, silk, wool, cotton. AF in materials used on the 100% thicken cotton fabric, through the unique quality of washing, soft and comfortable. So it is recognized in the materials of high grade. Details at the same time also reflects the quality of protection:Velvet collar inner layer to prevent deformation of the neckline, logo of all different from the low end product printing, but a hand-embroidered patch. 2.AF trim and design is also the symbol of quality. AF reversing a ponderous perceptions of sports and leisure clothing, through tight form factor line, casual scent and sleek, sexy became one. Its best feature is the entire series should readNarrow fit form, on the men 's, also on the Crown "muscle" of the series, as the name suggests is the muscles can be a line stretched out of clothes.
Only build standard enough that people are entitled to wear AF, this is with the United States generally popular brands of the most different places on campus. On the definition of many luxury brands such as, for example: France luxury brand Dior Homme(Christian Dior �� Jie proud) feature is the narrow version of the classic tailoring.
This noble insists on is a major symbol of luxury.
AF product texture, detail, designed to achieve the quality of protection, which is a bridge lower pricing for its products and brand image. Worker 1.AF set up in 2004 the "power control teams" (ImpacT Team), this sector has called "brand on behalf of" post control stores all the details, including lighting, displays, poster, promotion and perfumed with follow company policy of "Visual policy", and quick response to problems that occur in the customers service. And the brand on behalf of carefully chosen, only wearing a AF clothingOrnaments, in fact played a live "civilian role models". Cultivation and utilization of this brand represents, sales, store management, and product combination.
First degree not only reduces management costs, while brand represents the high-end image promotion of the brand connotation. 2. unique talent development method. Such as the recruitment of reserve learning. Recruitment of National University studentsThe United States to attend summer training and practice. If you successfully complete the training and work experience, through examination, will have a chance to become members of the company, at the same time have the opportunity to students to their own branch as a trainee Manager, Assistant Manager and other more senior positions.
For example: May 2011 recruitment activities at Zhejiang University in China. These secondary activities is maintaining brand and long high end of range��
AF to be imitation by competitors.
Expansion: expanding influence brand positioning is at the core of brand-building, but publicity is needed to increase brand awareness and reputation. 1.AF ad intriguing. AF in television ads, print ads, shopping bags, branded quarterly, have a ground-breaking design: there are no bright dress costumeModels, but in black and white photos in style against, in open spaces outside, fit and full of sensational wearing cool model of the upper photo. Not only that, AF style on the in-store advertising, often there is a handsome male model figure outside the shop for fashion show. Because of the way such an open propaganda, has also brought discussion of public opinion. This breakthrough advertising not onlyIncreased exposure
http://www.powerleveling.us/diablo-3, but also the brand meaning "leisure, adventure and unfettered" further interpretations.
2. use of moments of crisis, increase brand culture of Risk Taking. Facing bankruptcy in 1977, the company had a good crisis management, not obscure fact of failing, but then expanded the brand slogan "the adventurE goes on "this article, using the actual operating situation of the company really adventurous brand slogan.
AF crisis moment of self-branded content to expand, not only the brand was inspired again, while also making it increases the fashions, young adventurous brand of culture. Enlightenment of successful brand is "truth" and "the" perfect knot, AF "skill" is the publicity of marketing factors for aggregation, and expansion of the surface layer, and the "road" is their inherent ability of companies, the enterprises inside and outside-and system balancing AF branded location is "casual luxury" both high-end image and reasons for lower pricing. AF is a brand asset-building success stories. Because of the differences between each country, on brand-building a differenceBut also has a certain reference value. AF as a century-old brand, and he is as a young, dynamic, innovative brands, which also provided for the domestic garment enterprises want to live long a brand-building proposals: brand resource guarantees is the quality of the source of stability. AF in low price in pursuit of quality, positioned at the same time in the selection of design detail, this is the AFSource of eternity. And in order to ensure the vitality of the brand, innovation, you should always pay attention to the target market, the closest way to pursue their demands.
AF employment of college student design team, select college students, high school students, reflects this. Campus brands the blind pursuit of fashion trend, no backbone design style, each quarter in the style of each brandDifference between changes and is unlikely. For example, the popular yarn quality costumes this year, every style has become so.
Therefore, campus brands in China should show its own characteristics
diablo 3 power leveling, which contribute to formation of brand culture, brand of culture is also a brand of high-end footing. AF at the details of creating, whether it's rendering of the perfume smell, still knitting logo, exhibitionBelow for details.
Clothing brand wants to build high-end brands, not only is the promotion of advertising, of sometimes detail customer loyalty satisfaction with easier upgrade. 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