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Does Abercrombie advertising affect your choice to buy the brand?

Does Abercrombie advertising affect your choice to buy the brand?. No catalog vs. catalog. Interviews. As I interviewed past and present Abercrombie employees, I asked them to describe the Abercrombie image portrayed through their advertising. “The dirtier, the better.” – Justin

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Does Abercrombie advertising affect your choice to buy the brand?

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  1. Does Abercrombie advertising affect your choice to buy the brand?

  2. No catalog vs. catalog

  3. Interviews • As I interviewed past and present Abercrombie employees, I asked them to describe the Abercrombie image portrayed through their advertising.

  4. “The dirtier, the better.” – Justin “The less clothing, the better our sales.” – Kierra “Our brand image is not a good representation of our products.” – Mallory

  5. “Less is more” – Sam “Look like everyone else, with a focus on sex.” – Alex “Clearly we have our priorities; focusing on the way it is presented rather than the products we actually sell.” -- Mike

  6. Proposal: • I want Abercrombie to change their advertising to be less explicit. There are many different advantages this would have to both the brand images itself and the company sales. I propose that Abercrombie switches their focus from being sexy and not including the products, to focusing on the unique products sold and their “all-American” environment.

  7. Sources • www.google.com(images) • Investors. (n.d.). Retrieved from http://www.abercrombie.com/anf/investors/investorrelations.html • Abercrombie plans another porn catalog. (2003, December 05). Retrieved from http://www.abercrombie.com/anf/investors/investorrelations.html • www.chartgo.com

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