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Psychographic Insight

The brand is known for its youthful and athletic image. The typical customer of Abercrombie & Fitch is seen as a young, athletic person who likes to dress stylishly and in the latest of fashions. The fashion needs to be fresh and light, not formal and bulky.

• Associated with a vision of "preppy cool".
• T-shirts and jeans are known for their casual chic.
• Former CEO, Mike Jeffries, stated, "We go after the cool kids. We go after the attractive kid with a great attitude and a lot of friends.

Fashion Preferences

Style: Customers' style for Abercrombie & Fitch clothes favours fashion and needs to be fresh and lightweight. This is because they see the brand as young and sporty. Colour: Although colour preferences vary, Abercrombie & Fitch customers prefer to pick the brand's neutral and earthy tones. Fit: Abercrombie & Fitch offers a variety of fits to accommodate different body types and consumer preferences.

• However, the brand has been criticised in the past for promoting skinny beauty and style.

Key Demographic Details

In 2022

Brand Awareness: The brand awareness of Abercrombie & Fitch is at 67% among fashion store customers in the UK. Brand Popularity: 12% of UK fashion store customers say they like Abercrombie & Fitch. Brand Usage: 5% of fashion store customers in the UK use Abercrombie & Fitch. Brand Loyalty: Around 4% of fashion store customers in the UK say they are likely to use Abercrombie & Fitch again. Brand Buzz: In August 2022, about 6% of UK fashion store customers had heard about A & F in the media, on social media, or in advertising over the past three months.