Share ideas that inspire. FALLON PLANNERS (and co-conspirators) are freely invited to post trends, commentary, obscure ephemera and insightful rants regarding the experience of branding.

Tuesday, January 31, 2006

Brands: Knowing your target


An interview with Abercrombie & Fitch's CEO Mike Jeffries reveals that while he is a bit eccentric and perhaps uses too many bleaching products for a 61-year-old, he does know his target inside and out.

"As far as Jeffries is concerned, America's unattractive, overweight or otherwise undesirable teens can shop elsewhere. "In every school there are the cool and popular kids, and then there are the not-so-cool kids," he says. "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. Those companies that are in trouble are trying to target everybody: young, old, fat, skinny. But then you become totally vanilla. You don't alienate anybody, but you don't excite anybody, either."

8 comments:

AKI SYSTEMS 2600 said...

Frankly, I applaud his clarity of purpose. I agree with him that fashion is hardly a necessity of life, and watering down your target to appeal to everyman essentially appeals to no man. And therein is the big secret to successful fashion brands, but you can't tell most. I do wonder though about A+F's subtle homoerotica projections...ie, did they find that middle america is somehow attracted to square-jawed wrestlers piling onto one another at a rustic cabin? I always suspected the imagery was self-centered appealing only to the manufacturers who produced it, but clearly it resonates broadly. Go figure Middle America.

Mnels said...

Clarity is good but the premise (cool kids vs loser kids) is flawed. Teens don't organize themselves as vertically as in the past. If you know any teens, they are affiliated with any number of special interest groups - a sports team, a video game, a leisure activity, etc. They don't have the rigid social hierachy of cool vs. loser but many shades in between. By proclaiming its exclusivity, and non-democratic philosophy, A&F has proclaimed its inevitable demise. Live by cool, die by cool. Incidentally, my high school nephews say this brand is toast.

Paul Adams said...

Congratulations Friend for your excellent blog on us postage rates!Keep up the good work!
If you have a moment, please visit my site:
us postage rates
I send you my warm regards and wish you continued success.
Have a nice day! :-)

Anonymous said...

I have been following a site now for almost 2 years and I have found it to be both reliable and profitable. They post daily and their stock trades have been beating
the indexes easily.

Take a look at Wallstreetwinnersonline.com

RickJ

tri tronics dog collars said...

Hi Blogger, I found your blog quite informative.
I just came across your blog and wanted to
drop you a note telling you how impressed I was with it.
I give you my best wishes for your future endeavors.
If you have a moment, please visit my tri tronics dog collars site.
Have a great week!

blogme said...

Hi, I see your blog is talking about Fords. Are you looking for anything related to the Ford automobile? Ford cars, SUVs, or Ford parts & accessories? Here's a secret... Look here, every item can be had at auction prices. Just wanted to pass this tidbit of info along. Thanks.

wholesale vintage fabric said...

Hello Friend! I just came across your blog and wanted to
drop you a note telling you how impressed I was with
the information you have posted here.
Keep up the great work, you are providing a great resource on the Internet here!
If you have a moment, please make a visit to my wholesale vintage fabric site.
Good luck in your endeavors!

Jane Carpenter said...

A fantastic blog yours. Keep it up.
If you have a moment, please visit my rewards credit cards site.
I send you warm regards and wish you continued success.