Brand Identity Analysis of Abercrombie and Fitch

CORE IDENTITY:

• Abercrombie and Fitch stands for beauty, youth and a sophisticated lifestyle. When people think about the brand, what first comes to their mind is the catchy logo, the moose, which represents the sporty outdoor part of the brand identity that has actually to some extent been lost over the years, because Abercrombie and Fitch started as an outdoor gear store and is now a brand that primarily adresses young, sophisticated people with high expactations of clothing who are willing to spend a lot of money on their appearance. However, the logo still stands for the body consciousness, fitness and naturalness of the brand's target group.

VALUE PROPOSITION:

• Abercrombie and Fitch wants people to think about the brand as lifestyle clothing that occupies a great attitude, really good quality and nice fits. They want to attract people that embody a natural, classic American style; people who are sporty, energetic and beautiful.

EXTENDED IDENTITY:

• To underline the simple, fresh and modern style of the brand, Abercrombie and Fitch stores always smell of the brand's scent that is spread in the store every hour. The music in the stores is played at a really high volume and the style of music is also supposed to attract the target group of hip and affluent teens to twens.
• Abercrombie and Fitch employees are trained to offer a friendly, fast and dependable service. They are supposed to greet and assist their customers at any time. Also, they have to correspond to their target group in style and appearance.
• Abercrombie and Fitch has one subbrand, abercrombie, that aims at a younger target group. However, the core identity of this subbrand corresponds to the one of the main brand.
• Black is the only color of clothing that Abercrombie and Fitch does not sell. The reason for this might be the emphasis on the clean, plain brand identity.