TY - JOUR
T1 - Telling Brand Tales—Revealing All and Covering Up
T2 - The A&F Brand/Story
AU - PEIRSON-SMITH, ANNE
AU - HANCOCK II, JOSEPH H.
PY - 2017/12
Y1 - 2017/12
N2 - The past 20 years have seen the rise and dominance in the global marketplace of mid-market fashion brands invariably following a pattern of consolidation in their domestic markets and county of origin, subsequently expanding overseas as a mark of a successful enterprise to internationalise their brand and capitalise on new markets in fresh consumer bases. This article will examine the Abercrombie & Fitch’s brand in terms of its rise and fall across current cultural branding activities to map and understand A&F’s brand strategies both at home and away, as a means of understanding the challenges that brands face.
AB - The past 20 years have seen the rise and dominance in the global marketplace of mid-market fashion brands invariably following a pattern of consolidation in their domestic markets and county of origin, subsequently expanding overseas as a mark of a successful enterprise to internationalise their brand and capitalise on new markets in fresh consumer bases. This article will examine the Abercrombie & Fitch’s brand in terms of its rise and fall across current cultural branding activities to map and understand A&F’s brand strategies both at home and away, as a means of understanding the challenges that brands face.
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UR - https://www.scopus.com/record/pubmetrics.uri?eid=2-s2.0-85038091407&origin=recordpage
U2 - 10.1111/jpcu.12630
DO - 10.1111/jpcu.12630
M3 - RGC 21 - Publication in refereed journal
SN - 0022-3840
VL - 50
SP - 1184
EP - 1212
JO - Journal of Popular Culture
JF - Journal of Popular Culture
IS - 6
ER -