1. Communication Policy
What elements must be taken into consideration when developing the
communication policy designed for international markets ?
Objectives : AIDA Strategy
1. Increase brand awareness among the international target
group (ATTENTION)
2. Introducing the exclusivity of the brand to the potential new
customers (INTEREST)
3. Creating the desire/urge among the target group to acquire
their own piece of the A&F collection (DESIRE + ACTION)

2. Communication Policy
OBJECTIVE 1 : ATTENTION
 Increase brand awareness among the international target group
ACTIONS 1
Media communication
Non media communication
 Launching events to
announce a flagship store
opening
 Provocative shopping
bags as advertising
 Collaborating with
bloggers and journalists in
the fashion scene
 Increasing direct
marketing (newsletter,
magazine ads…)
 Collaborating and
sponsoring exclusive
leisure clubs

3. Communication Policy
OBJECTIVE 2 : INTEREST
 Introducing the exclusivity of the brand to the potential new
customer
ACTIONS 2
 Focusing on the distinctive features of the inside and outside stores
- No banners at the entrance to raise consumer curiosity
- American flag
- Models at the entrance and inside the store
- Limiting the number of people getting inside the store

4. Communication Policy
OBJECTIVE 3
 Creating the desire/urge among the target group to acquire their
own piece of the A&F collection – DESIRE/ACTION
ACTION 3
 Creating a unique experience for the customer who visits the
store
- Stimulating the senses of the visitors (smell + sound +
obscurity)
- Tasteful decor
- In-side staff who is dancing
- Customer Relationship Management (welcome at the
entrance, souvenir photo with the model, etc…)

5. Conclusion

Main characteristic of the A&F brand : Exclusiveness

A&F should keep up a standardized global strategy

They could consider limiting seasonal collections to reinforce the
uniqueness feature of the brand

A possible threat : the exclusion of a certain number of potential
customers and consumer groups feeling discriminated

To cope with this A&F could set up a new communication method
with key partners in the fashion scene to positively influence sceptics