Lovemarks: Abercrombie & Fitch

Lovemarks are brands which people are passionate about. They don’t buy only the products, no they created an own spirit around that brand. And the brand itself tries to create a mystic, lovely story around the brand which fascinates people very much.

Abercrombie & Fitch is one of the companies who create such a very strong concept.  People from all over the world felt in love with that brand especially European people because it is so American, and if you wear these clothes you get the feeling that you will become an all American Girl. The clothes focuses on casual wear for consumers aged 18 to 30. What’s the crocodile is for Lacoste, is the moose for Abercrombie & Fitch. It is the A&F symbol and is the identification for the customers. 

Abercrombie & Fitch have a long history which is also very specific for Lovemarks. Founded in 1892 in the Manhattan borough of New York City, by David T. Abercrombie and Ezra H. Fitch, the original Abercrombie & Fitch was an elite outfitter of sporting and excursion goods, particularly noted for its expensive shotguns, fishing rods, and tents. In 1978/1979 the origin Abercrombie & Fitch was bought by Oshman's Sporting Goods. In 1988 the Oshman’s sold the company name and operations to The Limited, a clothing-chain operator based in Columbus. Abercrombie & Fitch as we know it today was born.

Until 2007 the company was only active in the U.S. and Canada. On 22 March 2007, A&F opened its first European store in London. The first store in Germany opened in the late 2011. It is really funny, because I recognized that people are not more very interested in that brand since they opened stores in their city or in their country. When the Abercrombie & Fitch clothes were only available in America the hype was much larger because it was more exclusive. But the brand still surrounds a mystical aura.  

Last lesson we learned some aspects of Lovemarks and that 75% of people remembers the smell. Abercrombie & Fitch pursuing that strategy. In every A&F store there are small glands which spray the perfume of Abercrombie & Fitch. So the customers can smell the own A&F perfume, the clothes are smelling like that perfume if you buy it and every time you will smell that perfume you will remember the brand.