Chapter 4: The Marketing Environment

This chapter was all about the many factors that marketers must pay attention to and really play a big part in the business industry. The biggest factor that relates to Abercrombie & Fitch would have to be the economic factors. there once was a time when Abercrombie would sell their usual basic items at their usual price, such as $98 for jeans and $58-$68 for a sweater and people would easily buy these slightly overpriced items because they were buying the luxury and style that the Abercrombie brand has. but once the economy started to go south Abercrombie started to do things that were unheard of for the brand such as supply sale clothing. When i began working for the company in 2007 sale was a rare thing and it strictly contained items from seasons way passed that were at $19.90 price points and still not selling. Now with the drastic change of the economy resulting in an overall decrease of company profit Abercrombie have began new marketing tactics to help draw in consumers. They now offer from time to time promotions that offer up to 30% off an entire purchase, and additional 40% off all sale items with offer codes to be used online or in store. and even around the holidays they are now known to give a $25 gift card for every $100 spent. it's more than obvious that Abercrombie & Fitch realize the economic factor and are trying many things that aren't like the company to make sure to keep consumers happy and coming back.