The Importance of a Target Audience with Abercrombie & Fitch

I am sure all of you have already realized that marketing has various aspects to it. In this article we will highlight Steven Samuel’s insight into the importance of a target audience. But before that, a quick intro is a must! Steven Samuel is a campus recruiter working at Abercrombie & Fitch. He was born in Columbus, Ohio and has been a part of Abercrombie & Fitch for about two years now! Now to the exciting details about the importance of a target audience, from Steven himself.

Why is choosing a target audience important?

A target audience is important because it helps a brand or company understand what type of audience they need to cater their ads to. With a target audience, companies are able to create effective ad campaigns that appeal to interested consumers. I mean, imagine if Pamper targeted seniors who have already had children for their ad campaign. First of all, that would be weird. Second, the ad would be reaching the wrong audience, leading to a failure to increase revenue!

Take a look at Abercrombie & Fitch’s target audience for their different divisions:

1. Abercrombie & Fitch: Given that this division provides more mature items, the target audience are millennials / people in their 20’s.

Here is an example of an ad for Abercrombie & Fitch

2. Hollister Co. & Gilly Hicks: This division aims to attract teenagers by offering products that are “cool” and “trendy”.

Here is an example of an ad for Hollister Co. & Gilly Hicks

3. Abercrombie Kids: Finally, Abercrombie Kids serves to impress younger kids (or more accurately, mother of kids as kids obviously cannot shop for themselves). 

Here is an example of an ad for Abercrombie Kids

By the images represented above, you can distinguish the different ways that Abercrombie & Fitch has decided to advertise their different divisions in order to appeal to their consumers. For example, for Abercrombie & Fitch, the ad has a picture of a man with abs wearing Abercrombie & Fitch jeans. The black and white theme of the ad is mature, which is why it is fitting for their target audience, who are millennials. On the other hand, for Hollister Co. & Gilly Hicks, bright and colorful image along with the cool graphic design is appropriate as it represents youthfulness and excitement. Lastly, for the Abercrombie Kids ad, the silly pose of the kids represents kids themselves – silly and a total mess.

Long Story Short

The moral of the story is that a target audience is a huge part of any business and really affects how you advertise your products. If you end up starting your business or work for another, always remember the importance of a target audience!

Written By: Aleena Chaudhary