1. Does A and F reinvent its brand strategy every year through its product assortment? Is it successful? Why or why not? No I don’t think that they reinvent their brand. They almost never do it at all. I think that they found something that works and have tried to stick to it. I don’t think that is has worked out for them the last couple of years.
2. How does A and F brand its products? Do you think its brand practices are successful? They use other people to wear their product. Every person that buys and A and F shirt or piece of clothing are branding their product. It has worked very well in the past, but I don’t think that it works well any more.
3. How do retail store atmospherics such as music, fragrance, lighting, store props, and retail brand associates strengthen a brand message? How do they weaken it? I think that this can be a make it or break it for a store. This is something that A and F has done really well in the past. They have a store that everyone wants to go into because they know what to expect and what they are going to get.
4. What feelings or emotions do you experience when you enter an A and F store? Do you think A and F tries to intimidate its customer by using extremely attractive models? This is something that A and F has always done. They have always had really good looking people to model their clothes. You have to be a certain kind of person to wear their stuff as well. This has always given A and F you have to be good looking to wear these clothes.
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