Abercrombie & Fitch Guys Stripped in Singapore Essay

ConceptBranding How A&F used greaseing in the new market- Singapore.Brands send the information to customers and then induce loyalty. Good brands create distinct brand personalities and trigger emotional associations that patron the customers connect with brands. This article will analyze A&Fs branding strategiesSummaryAbercrombie & Fitch, the brand that is wellhead loved for its American-style, cool, casual and trendy clothing, is now aggressively expanding into Asia. Before its grand opening in Singapore, 40 muscular half-naked men stood outside the still unopened store. The alluring smiles and eyes, free hugs, and photo use up caused a stirring riot. In addition, A&F launched the giant four-floor advertisement at a traffic-heavy shop atomic number 18a, the muscular topless man wearing extremely low-slung jeans caught peoples eyes in Singapore. make more Analysis of Starbucks coffee company employees essayIt is non the first time A&F has done a marketing push like this. It has been a standard practice for all its flagship stores in recent years. However, these hot guy strategies exploded in Singapore. The Advertising Standards Authority of Singapore claimed that the ad is in contradiction of its code of decency, and the giant ad, which is charged as lewd and inappropriate, was ordered to be removed. give-and-take of the ads possible suspension provoked Singaporean to comment furiously. People were discussing the topics like Is A&F too sexy for Singapore?Is this ad too indecent for Orchard Road?Eventually, since umteen Singaporeans supported A&F, the billboard is now safe and sound on Orchard Road.AnalyzeA&F is good at marketing campaigns and possesses a strong brand personality sexy and young. A&F did the campaign like it usually does, but the promotions in Singapore had great success since it occurred dissimilar contexts and conflicts of culture. A&F triggered peoples emotion and created the special experiences that helped the company to connect t o its customers. The Singaporeans who had joined the campaign were excited to sh ar the photos and comment on social media. Those actions induced more and more people to move and be attracted by A&F. Otherwise, the controversy of the campaign in Singapore is an opportunity for the Singaporeans who are unacquainted with(predicate) with A&F to know the brand, and it provokes a desire to walk in the stores to satisfy their curiosity.However, there are so many disparities in the clothing preferences between Asian and American physical shapes, sizes, styles and cultures. Indeed, A&F did an excellent job on catching Singaporeans eyes with its opening. But the question is, does masculine image authentically match the Asian market trend? I am concerned with how A&F maintains its sales for long term via the sexy image in the conservative market. Furthermore, the apparel competition is fierce in Singapore. Competitors for A&F included western brands which are ambitious with Asian market a s well as Asian brands which are familiar with the market.Conclusion and RecommendationA&F cleverly reinforced up its brand image and conveyed information through the controversy in Singapore. However, except for the opening campaigns, in order to enhance its brand loyalty, I suggest A&F do more events to reduce on Asian customers. For example, use more Asian models on catalogues to show the customers that American style outfits are also fit and look good on Asian peoples body shape. Meanwhile, A&F should do more events to collaborate with celebrities or magazines to lead the new fashion trends in Asia. break but not least, I suggest A&F conduct more marketing enquiry to understand Asian purchase behaviors and fashion points. Thus, A&F can do some adjustments on the products to fit the Asian consumers needs.How hot could A&F be in Singapore? Well, definitely not only the topless hot guys, but also with the right marketing strategies.