Why is Abercrombie So Expensive – Abercrombie & Fitch is a well-known American retailer that sells clothing and accessories for men, women, and children. The brand has become famous for its preppy and casual style, as well as its high prices. In this article, we’ll explore why Abercrombie is so expensive and the reasons behind its pricing strategy.
Reasons Why is Abercrombie So Expensive
Understanding Abercrombie’s Target Market and Image
To understand why Abercrombie is so expensive, it’s important to look at the brand’s target market and image. Abercrombie is known for catering to the “cool kids” and has developed a reputation as a brand for young, attractive, and popular people.
The company’s marketing campaigns often feature models with chiseled physiques and flawless looks, creating a sense of exclusivity and aspiration.
The brand’s image is carefully cultivated to attract a certain type of consumer, which helps justify the high prices.
Quality of Abercrombie’s Products
One of the reasons why Abercrombie is so expensive is the quality of its products. The company uses high-quality materials and construction methods to create durable and stylish clothing.
Abercrombie’s products are designed to last, which means customers are willing to pay a premium for the quality and longevity of their purchases.
Abercrombie’s Focus on Branding and Marketing
Abercrombie’s branding and marketing are crucial aspects of its pricing strategy. The company spends a significant amount of money on advertising and promotion to create a sense of exclusivity and desirability.
Abercrombie’s stores are designed to be visually appealing and feature loud music and dim lighting to create a unique atmosphere. The brand’s marketing campaigns also focus on the lifestyle associated with its products, which further reinforces the idea of exclusivity and aspirational living.
Abercrombie’s Positioning as a Premium Brand
Abercrombie’s positioning as a premium brand is another reason why it is so expensive. The company has established itself as a luxury brand, catering to customers who are willing to pay a premium for high-quality, stylish clothing.
Abercrombie’s prices reflect its brand positioning and help to reinforce its image as a premium brand.
Abercrombie’s Limited Edition Products
Abercrombie often releases limited edition products, which are only available for a short period of time. These products are typically more expensive than the brand’s regular offerings and create a sense of urgency among customers.
By releasing limited edition products, Abercrombie is able to generate excitement and demand, which justifies the higher prices.
Abercrombie’s Retail Store Locations
Abercrombie’s retail store locations are strategically placed in high-end shopping districts and malls. The company’s stores are often located in areas with high foot traffic and a high concentration of potential customers.
By positioning its stores in these locations, Abercrombie is able to attract a more affluent customer base, which justifies the higher prices.
Abercrombie’s Product Development Process
Abercrombie’s product development process is another reason why it is so expensive. The company invests a significant amount of time and money in product research and development, ensuring that its products are on-trend and meet the needs of its target market.
Abercrombie’s designers use high-quality materials and workmanship to create products that are both stylish and durable, which justifies the higher prices.
Abercrombie’s Emphasis on Customer Service
Abercrombie places a high emphasis on customer service, which is another reason why it is so expensive. The company has a reputation for providing a personalized and high-quality shopping experience to its customers.
Abercrombie’s sales associates are trained to provide excellent customer service, which includes helping customers find the right products and offering styling advice.
By offering exceptional customer service, Abercrombie is able to justify its higher prices and build customer loyalty.
Abercrombie’s Supply Chain and Manufacturing Practices
Abercrombie’s supply chain and manufacturing practices are another reason why it is so expensive. The company sources its materials from high-quality suppliers and works with reputable manufacturers to produce its products.
Abercrombie’s products are made using ethical and sustainable practices, which often results in higher production costs.
By focusing on ethical and sustainable manufacturing, Abercrombie is able to justify its higher prices and appeal to customers who value responsible production practices.
Abercrombie’s Limited Product Availability
Abercrombie often limits the availability of its products, which can contribute to its higher prices. The company may only produce a limited number of certain products, which can create scarcity and drive up demand.
By limiting the availability of its products, Abercrombie is able to create a sense of exclusivity and justify its higher prices.
Abercrombie’s Brand History and Legacy
Finally, Abercrombie’s brand history and legacy contribute to its higher prices. The company has been in business for over 125 years and has established itself as a respected and iconic American brand.
Abercrombie’s brand history and legacy help to reinforce its image as a premium brand, which justifies its higher prices.
Is Abercrombie A Cheap Brand?
No, Abercrombie is not considered a cheap brand. The brand has positioned itself as a premium brand in the market, offering high-quality clothing and accessories at a higher price point compared to other fast fashion brands.
While Abercrombie may offer some sales and promotions, its regular prices are generally higher than many other clothing brands.
Additionally, Abercrombie’s focus on quality materials, ethical manufacturing practices, and exceptional customer service adds value to its products and justifies its higher prices.
Overall, Abercrombie is known for its premium and exclusive image, and its pricing reflects this positioning in the market.
What is the Abercrombie Scandal?
Abercrombie has been involved in several scandals over the years, but one of the most notable controversies was in 2002 when the company was accused of discriminatory hiring practices.
Abercrombie was sued by several individuals who claimed that they were not hired by the company because of their race or ethnicity.
Specifically, the lawsuit alleged that Abercrombie’s “look policy,” which required employees to fit a certain physical appearance, disproportionately excluded individuals of color.
The case eventually made its way to the U.S. Supreme Court, which ruled in 2015 that Abercrombie’s “look policy” violated anti-discrimination laws.
The ruling was a significant victory for civil rights advocates and set a precedent for employers to be held accountable for discriminatory hiring practices.
The Abercrombie scandal highlighted the need for companies to be vigilant about their hiring practices and to ensure that their policies do not exclude or discriminate against any group of people based on their race, ethnicity, gender, or other protected characteristics.
In response to the lawsuit, Abercrombie has since updated its policies to be more inclusive and diverse.
Are Abercrombie and Fitch A Luxury Brand?
While Abercrombie and Fitch are considered a premium brand in the market, it is not typically classified as a luxury brand. Luxury brands are generally those that are at the top end of the pricing spectrum, offering products that are highly exclusive and often feature unique or rare materials, intricate designs, and exceptional craftsmanship.
Abercrombie and Fitch, on the other hand, offers high-quality clothing and accessories at a higher price point compared to other fast fashion brands, but its pricing and product offerings are generally not in the same league as luxury brands.
The company’s focus on quality materials, ethical manufacturing practices, and exceptional customer service adds value to its products and justifies its higher prices, but its products are not typically considered luxury items.
Abercrombie and Fitch is a premium brand that offers quality clothing and accessories with an exclusive image, but it is not generally classified as a luxury brand.
In conclusion, there are several reasons why Abercrombie is so expensive. The company’s target market and image, quality of products, branding, and marketing positioning as a premium brand, limited edition products, retail store locations, product development process, emphasis on customer service, supply chain, and manufacturing practices, limited product availability, and brand history and legacy all play a role in its pricing strategy.
While Abercrombie’s prices may be high, the company’s commitment to quality, ethical practices, and exceptional customer service helps to justify its premium prices.