In advertising, Sex and Humor ALWAYS sell! It’s an effective formula that works in other industries as well. Fashion is one of them. Simply take a look at any Abercrombie & Fitch Ad or walk into one of their stores, and you’ll think you’ve walked into a Victoria’s Secret.
A personal account of how one blogger (To Cologne Blog) sees Abercrombie, after checking out their stores, to see what the fuss was all about first hand. In short, an EXCELLENT BRAND EXECUTION that understand MULTI-SENSORY EXPERIENCE, their horny young customers (pardon my French!), and … well that baring some (or a lot) of skin always help the cash register go… ker chinggg…..
… The first time I entered the Abercrombie & Fitch flagship store, I was pretty irritated. It’s dark in there.
… There are only a few spotlights on the clothes they sell
… The store was always packed whenever I visited it. And almost everyone who went in came out with huge shopping bags.
Another thing that sets A&F stores apart from places like the GAP or Banana Republic is the music in the stores: it’s loud, it’s constantly upbeat, and it’s always the same!
All in all, the music and the scarce lighting make A&F stores feel more like a club than a clothing store.
And don’t forget the scent: that’s something else that is unique to A&F. Go near an A&F store and you’ll be able to smell the place before you see it. The whole shop smells of the A&F fragrance, which they spray liberally over the clothes. I guess they also use it as an air freshener and make the staff put it on.
Models pose as salespeople
… the personnel. … they are beautiful people.
I guess their most important function in the A&F store concept is to model the clothes and to make the customers feel like they would look just as gorgeous if only they wore the same A&F outfits.
One day… all the store personnel were decked out in the same gray sweatshirt… . When I went back to the store the next day, I noticed that the place was completely sold out of those gray sweatshirts. I guess the modelling did the trick.
Watching how they do it
Out of curiosity, I then just sat in a chair in the store’s waiting area and watched the store personnel. (The waiting area consists of a couple of lounge chairs, where stressed-out husbands, wives, mothers or friends wait while their loved ones are still lost in the dark maze of the store trying to find just the right outfit).
I sat there for a while and observed what the store personnel were doing. Or not doing. Most of them just stood in pre-assigned places, smiled at the customers and said their hellos and good-byes. And, of course, they looked amazingly beautiful.
One of the salespeople was approached by a few customers and answered some questions, another one folded a couple of t-shirts. But apart from that, they were just a decorative element of the store. What a job…
Smooth to the touch
But the most “zeitgeist” thing about A&F must be that they have a bare-chested guy wearing a pair of A&F jeans standing in the store’s entryway to welcome customers.
Pure sex. A&F even supplies a photographer to take your picture with that half-naked hunk. And you get to keep the polaroid to take home.
The polaroid. Not the model.