Chapter 16: Integrated Marketing Communications

In terms of product promotion there is one product that Abercrombie & Fitch heavily promotes, and that would be their fragrances, especially their number one fragrance Fierce. Their promotional strategy for promoting Fierce consist of a variety of techniques that they use to get the scent out there. For starters fierce is used as Abercrombie & Fitch's signature scent. At one point, sales associates would be designated to only spritz and pass blotter cards out to the customers in the store, but also spritz each item of clothing every have hour to 45 min every day. Now Abercrombie & Fitch uses a different technique to get the consumer to smell Fierce. In most of their stores worldwide, they now have automatic spritzers. Machines attached to the ceiling solely for the purpose of spraying the store with Fierce heavily enough that you can actually smell it from quite a distance.

They have also incorporated the product in their "tag lines", things the sales associates say to costumers as they enter and leave the store as well as check out. whether its "Get Fierce" or "Have you checked out our fragrance Fierce yet?" it's a way to get the product or at least the idea of the product into the consumers head at all times and that has really helped it become one of the rated fragrances worldwide. The company even created publicity for themselves by challenging the one and only Beyoncé. When the superstar was determine to release a fragrance names after her equally as famous alter ego "Sasha Fierce" Abercrombie & Fitch went to great lengths to make sure that she wouldn't be able to use the name fierce in relation to any fragrance, and they actually one, which definitely created more hype for the the already popular fragrance.

I believe a lot of the stuff that i mentioned before fits into Abercrombie & Fitch's AIDA concept. The attraction would be the smell in the air that draws in a lot of consumers, who once in the store usually do purchase the Fierce fragrance among other things. The interest would be all of the associates in the store talking about it with the consumer and sparking interest in them about what exactly the fragrance is. The desire would be when they get home and smell this great fragrance thats all over their clothes and actually being able to smell it in a setting that isn't an Abercrombie & Fitch store, is enough to cause a consumer to take action, by returning to the store and purchasing it or purchasing it online.