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Integrated Marketing Communications Abercrombie & Fitch Crystal Brinson October 24, 2007 Marketing 310 Professor Erk Abercrombie & Fitch is an apparel lifestyle brand that repositioned itself with new management from an outdoor sporting good brand in 1992. They now sell fashion-oriented casual apparel having an East Coast heritage subsequent with Ivy League traditions, and incorporating it as a lifestyle base intended for college students 18 to 22 years old. (Hemscott, 2006) "By promoting a lifestyle which can be visually performed by cloaking oneself in the branded outer trappings associated with that lifestyle, A&F has tapped into a consumer longing, a longing not merely for clothes, but for identity. This identity is marketed by its photography as strong, virile, and young masculinity paired with an athletic, tom-boyish, girl-next-door version of womanhood." (Engel, 2004) Abercrombie & Fitch uses several marketing tools to attract their target customers. Their brand draws certain customers that fit the upper American lifestyles such...

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