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Af Case Study

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1. Since this case study was written, there have been several changes in the top stores catering to the 14 – 24 year old demographic. While Abercrombie and Fitch (A&F) has continued to court the youth subculture, J Crew and Banana Republic seems to have changed their marketing approach a bit. I visited the web sites for A&F, Banana Republic, and J. Crew. Each website, excluding Banana Republic, starts with a pop up requesting that the visitor register for their respective new letters containing special offers. This is a great way to use technology to continue to engage the customer after the initial visit.
J. Crew seems to be targeting a slightly older crowd these days. When I visited their site I noticed they were advertising weddings and seemed to have a multigenerational feel. J. Crew is targeting the more affluent customer base rather than just the fashionable 20 something crowd.
Banana Republic, like J. Crew, is focusing on the slightly older demographic. Instead of the high school and or college student, Banana Republic is targeting young professionals. Banana Republic’s parent company, the GAP, has several clothing brands that cater to different stages in life. Old Navy focuses on kids and families, The GAP has affordable cloths for High school and college while Banana Republic sells higher end clothing for the college graduate and professional crowd.
All the companies use ridiculously good looking young people with a noticeable lack of diversity. One way they could better position themselves is to appeal to a more diversified clientele. This could include diversity in both ethnicity and in body type.
2. It will be difficult for Sears and J.C. Penney to become more relevant with the youth subculture. Younger customers probably think you can’t be cool when you shop where your parents do. These department stores have been around for years and…...

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