Abercrombie's Marketing Methods
During my interviews, I was curious to find how differently the views of my interviewees were about Abercrombie's marketing methods. Abercrombie uses vary unique marketing methods that make Abercrombie Abercrombie. This all varies from the color scheme of their clothing to the “soft” nudity on the walls. Marketing is what gives clothing stores their mood, their vibe. It allows different stores to attract different customers. What sets Abercrombie apart from most other retailers is that they almost openly exclude untargeted customers. Abercrombie CEO openly discourages, “unattractive, unpopular, and overweight customers from shopping at Abercrombie”. The store does carry sizes for overweight customers for both men and women. In addition they burn their “damaged” clothing used on mannequins instead of donating it to charity. Despite these facts Abercrombie is still a successful company because of their marketing methods. I asked both interviewees how they felt working underneath such controversial marketing methods.
Minnie's Interview Response“Abercrombie has very unique marketing strategies. Do you think they are effective?”
“I think they work. They try to draw in people with their perfect and attractive, black and white, classic look. Like sculpted, cheekbones, abs. Very classy. They all look really well put together. They want to make customers think that being an Abercrombie shopper indicates you’re an attractive, classy, put together person.” “What about their other forms of marketing?” “Like what?” Minnie asked. “You know the layout of the store.” “Oh yeah like how everything has to be measure to a tee. Like the clothes have to be stacked exactly flush and the secret shoppers mark you down if there are 5 unfolded items in the room. Or how there has to be a “face out” hanger with the smallest size shirt facing the front of the rack of clothes like the only people that can fit those sizes are babies. —Oh my god! Did you write about the male mannequins, Kali?” “Not yet!” I laughed. “Well basically we literally have to stuff the “junk” of the male mannequins with trash bags and it is just stupid and so, so awkward to do. “Honestly, that’s taking it too far.” “Totally,” Minnie agreed shaking her head. “There are just so many weird things Abercrombie does that I just absolutely do not understand. “How do you feel about being apart of all of their odd controversial methods?” I ask. “Obviously I don’t like it!” she answered as if it needed no questioning at all. “I think the Abercrombie Corporation are just completely--nuts. It’s just weird how open they are about it. Like I would be ashamed to ask my workers to stuff the male mannequin’s junk. That’s why I would never be a manager there.” Click to read the rest of Minnie's Interview
Keith's Interview Response“Keith, how do you feel about the company’s marketing methods? Do you think they’re efficient?” I asked a little excited to get to this part.
Like his other questions there was a slight pause before he spoke. “You want to attract more attract more customers so you show attractive people wearing their clothes so it works.” “Yeah go on.” “A Lot of people do like their clothes and buy their clothes so… it’s working.” “Do you agree with it? Would you run your business that way because it works? Or do you think it’s unethical.” “Unethical to what? “ “Like hiring and showing pictures of attractive people.” “Do you really want me to give you my real opinion?” “Yes I do this is a no judgment interview!” I was very quite at this point. |
“Honestly I think a business can do whatever they want. If you cater to a certain cliental than that cliental is what you’re going to get. Lets say for example. There’s a restaurant near the transit center called Humpy’s and there’s this rule that you can’t kick bums out and it kicks down service because you can’t kick bums out so they have bums that sit at their tables. But now think about a restaurant like a higher end one where you have to wear a dress shirt and tie. You’re going to be attracting a lot more wealthier customers and be bringing in a lot more money just from being selective.
“So at Abercrombie being selective is not providing clothing for all size types. There are no XXL’s for women for example.” “So it’s like a mindset. If I’m able to fit Abercrombie than I must be skinny. It’s a status thing; that’s what it is. It’s like going into a fancy restaurant. Oh I’m able to because I have this Mark Anthony suite or whatever the hell haha uhh Louis Vuitton? I don’t know. I don’t pay attention. But that’s what it is. It’s money making. It’s marketing and it works.” “So you’re fine with it.” I asked as a reassurance. “From a management standpoint it works, and many companies do it, so yes. “Have do you feel about branding? As a marketing method.” “I think logos are a huge marketing method. It’s fun, it’s fair.. Like if you were a company you’d want people to wear your logo. I mean that’s the whole entire point to get big and make money and you do that by having stuff with your logo. It’s not like its better quality than a regular t-shirt—well in my opinion it is because its softer—but I think that’s the whole entire point of being a company. Like why would you go all out and be a company and be selective and then don’t even put your logo on it. I mean think Beats By Dre. Or like Nikes. So Logos can be misleading in quality but I don’t think that’s true in Abercrombie’s case.” Click to Read the Rest of Keith's InterviewIt was interesting to see the different viewpoints of the two Abercrombie employees. It raised a couple of questions. Did their different of opinions had to do with how long they both worked there? Perhaps their gender? Or just naturally different opinions.
|