Back-to-school shopping is in full swing. The sales, the promotions, that Target commercial with Kids in America playing in the background, all trying to get you to buy their back-to-school gear.
Recently, I was at the mall and was impressed by two mainstream stores that, for a long time now, have surfed the safe wave of knowing that high schoolers and college kids will buy their clothing. American Eagle and Abercrombie & Fitch are staple brands in this age bracket. It is easy for companies such as these to get comfortable and complacent in their marketing strategy. Sure their clothing styles change so the word-of-mouth marketing changes, but the true marketing strategy is left the way it always was. American Eagle: bright, preppy with an edge, and known for their jeans. Abercrombie: dark, ‘woodsy’ feel, and known for their smell. Continue reading