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A Brand Architecture of a Rare Kind

They have been spending lots of time, money and resources on building their brand. They have invested in advertising and PR, social media and other means of getting your message out. You have perfected your image and relating product. And they seem to have made a success of it. People aspire to wear their brand name on t-shirts, trousers, sun glasses and anything else they decide to stick it on – so what more could they do?!

Abercrombie & Fitch brand architecture detail
Unless I have missed a vital lesson in luxury roof finishes, this tiling method does not live up to its brand’s promise

Talk to the architect of their themed shops is one thing that instantly springs to mind! With a brand as upmarket as Abercrombie & Fitch you would assume there was some budget left to fit the roof tiles of their outlet in a shopping mall. And even if it was the mall’s shop that finished the exterior, there must be a way to ensure the quality of the brand is reflected in the quality of the roof it sells under.
As with most elements of branding and marketing, consumer perception does not start when they hold their purchase in their hands – it’s important to think through the entire shopping experience or in the case of A&F to not just see the exterior as a means to an end but as an opportunity to shine… or at least stick together nicely!
Abercrombie & Fitch brand architecture
All under one shabby looking roof…

Abercrombie & Fitch brand architecture
Be assured we put all our money into the production of our expensive clothes – not in our shops!

brand management, brand perception

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