When it comes to Abercrombie & Fitch, most of their products can be seen as shopping products. In comparison to a lot of Abercrombie's competing brands, Abercrombie definitely stands out as the more expensive brand. It can also be found in a few stores. For example, there are only two Abercrombie & Fitch stores in New York City. It falls under the heterogeneous shopping product category, because all items sold by Abercrombie & Fitch are solely bought due to consumers individual preferences. There are any other brand that offer the same or similar products, some at a lot lower prices, yet the consumer purchases Abercrombie products due to personal preference. For example, now that I no longer work for the company, and don't receive a discount, I still insist on purchasing Abercrombie & Fitch jeans because I personally love how they fit on me.
As I mentioned in an earlier blog entry, Abercrombie has recently released their new 2012 line of jeans, which they describe as a completely redesigned product, with lots of aspects such as softer denim and a "perfect" stretch that will definitely appeal not only to loyal regular customers but as well as brand new consumers. That is a rime example of Abercrombie using product modification to attract as well as keep consumers. They also showed an example of product line extension, by adding a straight leg fit, as well as jeggings to their already broad product line of denim. The two additional styles added, are styles that are very in fashion lately, and helps the company to maintain and obtain consumers.
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