Abercrombie and Fitch (AF) recently announced that it doesn’t sell black clothing and discourages its employees from wearing black at workplace to promote its unique experience. The news is creating enough buzz for the brand to catch their target audience’s attention. Abercrombie’s brand is a casual and discouraging black strengthens its brand image of the cool “all American” kid. In my opinion, banning employees black clothes isn’t such a big deal when many brands have uniforms for their employees. And there is no denying that Abercrombie has a unique marketing style and other companies should learn these lessons from the brand.
Specific target audience: If you ever see AF branding you will notice two things; they are young, trendy and beautiful. It is not just the advertising either. When I go into their stores it is hard not to notice how beautiful the staff are. AF target a specific audience; the young and the beautiful. From a marketing perspective this is not a bad thing, they have drilled down their target market and aim everything towards talking their language, including eliminating black color from their selection as black is considered more formal and almost boring. No doubt, you look slimmer in black but colorful clothes are more fun, trendy, young and funky.
Unique experience: With the intent to feel like you are in a Californian beach hut, you are greeted by a ridiculously attractive assistant, walk around in very dimly lit lighting to the extent its easy to get lost and you can’t help but notice a light scent of perfume floating in the air. While some describe it as “over the top”, you can’t deny they are providing an experience that is unique to AF and different to what you get in other stores. In my opinion, Abercrombie & Fitch is doing well by not following the crowd and doing what others are doing. The latest example is not offering black clothes and discouraging their employees to wear black, is a part of a unique Abercrombie experience.