What's Wrong with a&F

What’s wrong with Abercrombie & Fitch?

This research was supported in part by a grant from the Marketing Management Course Correspondence concerning this article should be addressed to Chang ShaoEn, Department of Management, New York University, 6 Metrotech Center 11201 . Contact: sec535@nyu.edu

What’s wrong with Abercrombie & Fitch?

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Men and women with statue-like body in the Abercrombie & Fitch apparel walk gracefully, stylishly and confidently on the street, they mislead people to be convinced of that they are walking advertisements of A&F. That’s the scene of the cities in Asia. However, when the scene goes to United State, take Manhattan for example, who wears Abercrombie? the new-yorkers? the youthful, muscular, beach-body guys or the tourists? The queue in front of the Abercrombie store is still there, but unfortunately maybe that’s the only queue for Abercrombie left in the world. Besides, the credit maybe goes to the charm of 5th Ave, Manhattan, New York, not Abercrombie itself. Recently all the numbers tell us even the scene in big city in Asia has gone into the history. Nowadays not only the teens in United State were no longer lined up in front of the store, so were asians. Look what happened in Hong Kong. August 2012, Abercrombie opened the flagship store, which location is perfect and everything in the store is just the same as the store on 5th avenue, in Hong Kong, and held a week-long parade gathered models and celebrities partying together. During the parade, hundreds of Abercrombie beach-body boys were shirtless, showing off their abs and chests walking on the street and taking pictures with the fans. Though this parade, all the people in Hong Kong knew that Abercrombie is coming. This marketing event drew the eye of media, the event went all over the Chinese speaking world. Apparently it’s a successful single marketing event that make everyone know Abercrombie has landed; however, still it seemed that none of any fans’ passion...