Advertising Campaigns the Three Companies

Advertising Campaigns

The three companies target different markets. Lord & Taylor targets mainly women, either upper middle class or with upper middle class aspirations. These women are in their 30s and 40s. They are upwardly mobile, and have a healthy amount of disposable income on which to spend on themselves. The use database marketing to speak directly to their known customers.

Abercrombie & Fitch targets young people of both sexes, through late high school and into their 20s. They are also upper middle class or with upper middle class aspirations. This target market places emphasis on attractiveness and image, style and sex. They have a high amount of disposable income, or at least like to be perceived as having a high amount of disposable income.

Sears/K-Mart target a lower middle class or middle class demographic, in a broader 30-60 age range. This market has some disposable income, but is more focused on providing necessities for their families, with the occasional treat for themselves. They are suburban, and have less time to focus on shopping compared with the target markets of L&T and a&F. Sears and K-Mart carry a much broader range of goods, with many household items.

Sears/K-Mart focuses towards families (both parents in the case of Sears), whereas L&T has little family focus, and a&F has none. This fits with the value component of the Sears/K-Mart advertising. L&T, on the other hand, focuses their ads more towards indulgence and the shopping experience. a&F seems focused almost exclusively on image. Sears/K-Mart has a broader ethnic focus, whereas the other two appear more specifically targeted at whites.

Sears/K-Mart approaches their broad target market through the use of mass media. They develop television ads, flyers and inserts in order to reach as many households as possible.

They focus on the perceived needs of the target market, being value for money. Brand recognition forms the core of the Sears strategy. Sears targets the high end of value while K-Mart targets the low end. The ads focus on the value aspect, illustrating both the high quality of the goods but also the relatively low price. The ads are bright but functional, and attempt to showcase a wide variety of products. In keeping with the diversity of the target market, the ads showcase a diverse range of models.

Abercrombie & Fitch's main advertising formats are its catalogue and website. They reinforce their position with attractive young models in fun or provocative situations. The ads all have a strong undercurrent of lifestyle marketing, which helps target the aspirational component of their target market. They are slickly produced. The catalogue is not mass marketed, but rather must be ordered, which lends the brand an air of exclusivity.

A&F does advertise in fashion and lifestyle magazines, but avoids mass marketing on television, radio or newspapers. This enhances the image of the brand as being one of high fashion.