The Richards Group created a new campaign entitled “This is the Time” for Abercrombie & Fitch. The campaign’s goal is to tap into the changing lives of the retailer’s core customer, consumers 21 to 24.

Discussion Questions:

  1. Do you agree with the basic premise that the lives of consumers in the 21-24 age group are changing? Why or why not?
  2. How effective do you think this campaign is in tapping into this target market? Explain.
  3. In the past, Abercrobmie & Fitch used a sexual appeal approach. Do you think this new campaign strategy is better approach for this target market? Why or why not?

About Dr. Ken Clow

Co-author of textbook.

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