Compare and contrast Abercrombie & Fitch and Forever 21s’marketing strategies

Essay by ankearschtUniversity, Bachelor's November 2014

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Nils Krug

Academic Writing

Compare and contrast marketing strategies between Forever 21 and Abercrombie&Fitch

Forever 21 as well as Abercrombie & Fitch are 2 American fashion retail companies. Forever 21 is an L.A. based fashion retail company founded in 1984 by Chang Do Won and his wife Chang Jin Sook. With reference to " The Cornell Daily Sun", it is the 12th most recognized brand worldwide (Ecker, 2013).Another fashion retail company is Abercrombie & Fitch, which is a New York based company founded in 1892 by David T. Abercrombie and Ezla Fitch. With reference to, A&F ranks 9th in the category of the largest retailer companies worldwide. According to, Marketing strategies are defined as an " organization's strategy that combines all of its marketing goals into one comprehensive plan. A good marketing strategy should be drawn from market research and focus on the right product mix in order to achieve the maximum profit potential and sustain the business. The marketing strategy is the foundation of a marketing plan ". However, although there are several similarities and differences between F21 and A&F, the following will be focused on the market positioning, the target audience and e-marketing strategies.

Abercombie and Fitch positions itself as cool and as a brand which let people feel excluded. According to a statement of the CEO of A&F, Michael S. Jeffries: "…go after the cool kids. We go after the attractive, all-American kid with a great attitude and a lot of friends. A lot of people don't belong [in our clothes], and they can't belong. Are we exclusionary? Absolutely." ( Jeffries, 2006 as cited in Carter, 2013). Such a marketing strategy can be designated as a kind of filtering of the target market, i.e. inbound filtering. One example of this regards to...