Chapter 18: Sales Promotion and Personal Selling

Nowadays Abercrombie & Fitch is well known by consumers as a store that offers many sales and promotions but it wasn't always that way. Years ago Abercrombie & Fitch never ran any tie of promotions because it was exactly needed to sell their items, but overtime with the decline of the economy and other chain stores opening and selling similar items at lower prices, Abercrombie & Fitch has started using sale promotions more than ever before, and quite often. Just the other day while shopping in an Abercrombie store, I used a promotional code I acquired online to get 25% off of my total purchase, which I thought was incredible but t make it even better I was given an additional 25% off coupon to use on my next purchase. Abercrombie is not only using promotional sales to get people to actually come in and shop, but they also use it to get consumers to comeback and continue to shop.

By looking at the website, it also seems that theirs always a deal at Abercrombie. One week you get 25% off your total purchase, and when that promotion is over another one starts offering an additional 40% off of sale items. Now I know from having worked there for years, that they quite often tend to offer extreme discounts on already discounted merchandise, mainly to get rid of old merchandise and make room for new stuff, but that definitely seems to work in the consumers favor. They've also just started doing instant rebates, where if a certain amount is spent, they offer a percentage off which is something new for the company. Right now it's only for online purchases but it probably won't be long before its an in store promotion as well.

In terms of personal selling, according to the textbook Abercrombie & Fitch isn't a company that takes part in personal selling, but given how much their sales promotional techniques have changed, who can even predict where Abercrombie & Fitch will be with personal selling in the future.