A new product that Abercrombie & Fitch has released recently is their new outerwear introducing their new faux fur. Although this product may not seem new to Abercrombie's loyal consumers, it's a completely new design and new type of faux fur that they are using for their products. Outerwear featuring fax fur isn't exactly something new to the world, but Abercrombie's redesign of their original product is something thats new to the seller as well as their target market. When first marketing a new product, based on the textbook definition it's "a limited introduction of the product", which is almost the exact opposite of what Abercrombie & Fitch chose to do. Not only are they releasing their faux fur in their classic mens and women's outerwear, but also including it in some of their vests, hoodies as well as winter wear items such as hats and scarves. They have decided to go all out in their release of their new product. Usually the winter season brings out one or two faux fur lined/trimmed hoodies, but this season the company has released 16 different hoodies containing the brand's new faux fur in some way.
The massive release of the all of their new faux fur products, may actually do good for the company in a lot of ways. Their target market is traditionally men and women between 16 and 24, so if for example someone purchases a faux fur lined hoodie from Abercrombie, more than likely the word of how soft and comfortable the product is will pass on to more people in that target market causing them to ow also purchase something faux fur related from Abercrombie, whether it be a coat or a scarf. By changing up their original low quality faux fur design the company was being innovative and introducing something new, at least to their target market. By featuring the new product within so many of other products it makes it easy for the product to be diffused widely amongst their target market.
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