http://www.adweek.com/adfreak/abercrombie-fitch-covers-what-does-fox-say-mind-blowing-parody-152671
Tuesday, September 24, 2013
What does the fox say? - Abercrombie & Fitch
Personally, I find this aversive. Many of these scenes are much too overtly sexual and this video only makes the already declining public opinion of this brand even worse.
http://www.adweek.com/adfreak/abercrombie-fitch-covers-what-does-fox-say-mind-blowing-parody-152671
http://www.adweek.com/adfreak/abercrombie-fitch-covers-what-does-fox-say-mind-blowing-parody-152671
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This is an interesting ad...It reminds me of the cell phone ad we watched in class last week (the one where the iPhone users fight the Droid users at a wedding). This commercial is supposed to be advertising their clothes, but it's completely random and the viewer is too distracted to even pay attention to the product being sold here! While having a catchy marketing campaign is important, they should really work on getting their product differentiation into that campaign.
ReplyDeleteI mostly agree with Olivia in the sense that one forgets what the ad is supposed to convey. It looks more like a video clip for the song than an ad for the product. I believe that there might be two reasons why they still keep their current strategy focus:
ReplyDelete1. They like the attention they get from media and they actually care more about creating customer loyalty amongst their current group in expense of losing new segments.
2. They really are incapable of understanding why their customers are buying the clothes they are buying. They need to realize that their customers' views are changing as the young people become aware of a lot of social norms that they don't want to follow.
I think your second point may be really key to this brand.
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