How Abercrombie & Fitch does not encourage people > 40 to shop in its store?

Did you know that Abercrombie & Fitch (A&F) does not encourage people > 40 years to shop in their store? At least that is what I felt, when I visited an A&F store in San Francisco, during my last visit to USA.

Of course, no board was placed outside the store, barring me from entering the store – this would invite lawsuit. So what strategy did they deploy to evoke this feeling in me?

I was strolling down San Francisco shopping district, when an A&F store caught my attention. The store window had male mannequins attired in A & F t-shirt. Mirror Neuron kicked inside me & I visualised myself wearing figure hugging t-shirts – I would obviously look smart in them!

With these thoughts consuming me, I walked into the store, inspired to buy a couple of A&F T Shirts for myself.

I was welcomed in the store by loud music, I think, belonging to heavy metal & veering towards Death Metal? Both genres were way too loud for my liking.

I braved the music & purposely walked towards the shelves stocked with t-shirts. As I started exploring for t-shirts, I discovered I was having difficulty ‘seeing’ them. And then it dawned on me that the lights in the store were ‘dim’! I braved even the dim light & shortlisted a few t-shirts.

I now looked at the price tag to know the price –but I could not read the price - the price was written in ‘small’ font size.

I looked around for somebody to assist me in reading the price tag. None seem to come to my rescue. I physically carried the merchandise to counter sales person stationed at the cash counter to seek her help. Of course she promptly told me the price … I had to make at least a couple of trips to her before I could finalize on the merchandise that I had to buy for my son.

By now, the styling of the merchandise, its rich & vibrant color, spectacular cuts, gorgeous look & feel had wetted my appetite even more to outfit myself in A&F t-shirts!

To ensure that the fit is good I always try out the apparels prior to purchase - this de-risk's the buying decision!

I shortlisted a few t-shirts & took my selection to the trial room to try them on.

Lord beholds – I was shocked what the mirror was showing me.

The Muscle ‘fit’ t-shirt, which I had selected, are designed for young people so that they can flaunt their V shaped body comprising of 6 pack abs & bulging biceps!

In my case these Muscle t-shirts seemed to highlight my negatives – slight paunch & poor state of my abs & non-existent biceps! To put it mildly, I was embarrassed in front of my own eyes. Good sense prevailed upon me & dropped the plan for outfitting myself with A&F merchandise – I feared social ridicule.

Business Lesson: A&F has subtly deployed ‘sensory’ marketing techniques – loud sound, dim light, small font size & styling of its merchandise, to ensure that young people wear A&F & discourage people - of my profile from wearing & flaunting it!

Friends, have you come across business / brands which deploy behavioural sciences techniques to get us to behave the way they want without us realising it. If yes, do share your experiences - it will make the discussion richer.

BTW, on 23rd July'17 I will be doing a workshop - Becoming The Next Celebrated Leader, in Mumbai.

The workshop will help you:

1.    Acquire the mindset of a celebrated leader

2.   Introduce you to simple, easy to use but pragmatic tools & techniques to transform into a celebrated leader

3.   Acquire insight to inspire your people to display love & commitment towards their work.

4.   Anticipate the future & proactively prepare to face it with it confidence

5.   Win the trust of your peers & community members

6.  Start thinking, feeling & acting like an admired leader

Who will benefit from the workshop?

Startup founders, professionals, SME owners & anyone with a desire to be a leader.

You may book your seat by clicking here.