The brand known for its shirtless male models also happens to have a great name.
I’ve always like the Abercrombie and Fitch name, and here is its unique origin story. David Abercrombie started the first Abercrombie in 1892 as a hunting and sporting good store, partnering with Ezra Fitch to start the chain, hence the name Abercrombie & Fitch.
Although their names meshed well together, the two men did not. Abercrombie wanted to only sell professional upscale equipment to outdoorsmen, while Fitch wanted to broaden the store’s appeal to the general public, so they had frequent arguments, although the store still flourished under the two’s ownership.
Abercrombie ended up leaving in 1907, and Fitch continued leading the brand to success until he had to retire. Then the future leaders brought the company downhill until it finally collapsed in 1977. Limited brands purchased the brand in 1988 and Mike Jeffries came in to transform the image so it was now a store that sold high-end youth and young adult apparel.
It seems to have hit its sweet spot as a youth apparel company, and today, it is a multi-billion dollar company and continues to grow.
The above pic is me with a shirtless male model, very consistent with their image and marketing strategy, in an Abercrombie store in Hong Kong.
Jeffries’ marketing has been very successful. His ironic tactic? To put barely clothed young models on all image advertisements, selling AnF’s clothing by showing pictures of people barely wearing clothes.
He also has made some controversial statements about the store’s cool brand, and how it only markets to the popular, the thin, and the attractive, to maintain its exclusive image.
Jeffries thoughts on attractiveness and how it plays into the store’s marketing strategy:
“It’s almost everything. That’s why we hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don’t market to anyone other than that,”
Well, here I am inside the store, so I beg to differ 😉 I actually like their clothes because they fit me better than many other brands. I’ve always been small, but I’m probably not their ideal client in terms of being “cool or especially good looking”. However, I like the way the clothes fit so I still wear them sometimes, LOL.
Abercrombie hires attractive people to help sell their clothes as part of their marketing strategy. Does it work? Tell them your opinion in the www.tellanf.com survey when you get a chance to take it. For more survey details keep reading.
They also market to the “popular” and “cool kids” which has also earned them some backlash from the press. Jeffries comments:
“In every school there are the cool and popular kids, and then there are the not-so-cool kids,” he told the site. “Candidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don’t belong [in our clothes], and they can’t belong. Are we exclusionary? Absolutely.”
The store didn’t use to carry larger sizes, to back up Jeffries’ exclusionary marketing tactic, but now in 2013 due to backlash from the public, they started to stock a few larger sizes.
The tellanf.com survey is there to make sure they get the public’s opinion and don’t alienate too many people. The store still strives to make its customers happy, as it continues to grow and gain market share. Keep reading to find out more and how to take the TellAnF survey for yourself.
www.tellanf.com Survey Prizes
Prize: $10 off your next $50 or more purchase
tellanf.com Survey Details
|Prize||$10 Off $50|
How To Take The TellAnF.com Survey
- Buy something at an Abercrombie
- Go online to http://www.tellanf.com/ and choose your language
- On the next page, enter the validation code from your receipt to continue
- Answer all survey questions
- Congrats, at the end you will receive your code that you can use for $10 off your next Abercrombie purchase of $50 or more
www.tellanf.com Survey Homepage
The TellAnF homepage is classic black and off-white with the option to choose your survey language, either English or Spanish:
TellAnF Survey Rules
- Must make a purchase to be eligible for survey
- Must keep your receipt in order to access the online TellAnF survey
You’ll see this on the back of your receipt, which has the basic survey prize listed:
See details at end of survey and on your receipt for full official rules and conditions
Phone: 1 (866) 681-3115
Want more free stuff from surveys?
The Home Depot survey is great because you will be entered into a cash sweepstakes which is always fun.
Take a peek at the Nike survey where you will get a free $10 gift card just for filling it out.