1. Focus Group
Brand
Abercrombie & Fitch is a brand that had an explosion all over the world.
Everyone wanted to have any kind of clothes by them. Getting into the stores
the first thing we could recognize was the unique smell. The perfume got
really famous and anyone could get it in the stores. However, the brand had
recently faced some issues as empty stores, losing loyal customers, closing
stores. That means, Focus Group would help the brand to find out what is
happening to them once they can be face-to-face with the people that really
buy from them. To be more specific the case in study is the consumers (man)
and ex-consumers (man) of the famous Perfume.
Objectives
Understand consumers and ex-consumers of their Perfume:
- The lost of loyal costumers
- The maintenance of some loyal costumers
- The perceived value of the brand
Introduction– 5 minutes
Introduction with the Moderator:
- Explaining why they are there, and providing a brief story of the case
- Rules of what can be said
- Provide all information and explain the purpose

2. Time for the Respondents – 2 minutes
- Time for questions
- Introduction of those at the group.
OverallShopping Behavior - 10 minutes
Objective: Understand the association of the shopping with the
personality/feeling of using specific brand
- To start we are going to talk about the way you shop. When you go to a
store to buy a Perfume, what makes you choose it? Here some points
that can be mentioned:
1. Price
2. Smell
3. Store
4. Spoken person (advertising)
5. Accessibility
6. Name
7. Personality
Usage of the name ABERCROMBIE & FITCH– 15 minutes
Objective: Understand how consumers and ex-consumers behave when they
hear the name of the brand.
- When you hear the name Abercrombie & Fitch what comes to your
mind?
- Does it recall to Perfume when you are asked to choose one perfume?
- For those that still buy the perfume, do you feel more powerful when
using it?
- The price is something to think of when buying the product?
Mention some competitors and ask for those not using the perfume anymore
which brand they prefer now.

3. Competitors: Gucci, Tommy Hilfiger, Hugo Boss
Questions to the ex-consumers:
-Why they stopped buying the perfume?
-Why they used to buy it?
-What are the new brands they use?
-If the price were reduced would they buy it again?
-If they had a celebrity in their advertising would it make them buy it again?
-The massification of its usage has something to do with them stopping to buy
it?
Questions to remained loyal consumers:
-Why they like the perfume?
-What they feel when they are using it?
-Is the price acceptable?
-Do you buy the perfume because you smell it in the stores and you like or
because you feel powerful?
To all consumers: Now we will see some competitors names and I would like
to know with which you are familiar with:
- Tommy Hilfiger
- Calvin Klein
- Diesel
- Dolce & Gabbana
- Gucci
- Giorgio Armani
- Hugo Boss
- Lacoste
- Mont Blanc
- Michael Kors

4. For the ex-consumers: Tell us which brand you tried after Abercrombie &
Fitch, which one you are using now and why you changed.
For the loyal consumers: Have you ever tried one of these brands? Why you
remained loyal to A&F?
Exercise for all consumers – 15 minutes
Now we will do an exercise that I’m going to put A&F in one side and
COMPETITORS in the other side. I want you to give attributes as quality and
defects for both.
After it, I want you to read it again and think if you changed your mind about
something.
Now we will get closer to the product; I will give some attributes and you will
rate them from 0 to 10. Being 0 the lowest grade and 10 the highest.
Quality
Poor Quality High Quality
0 1 2 3 4 5 6 7 8 9 10
Smell
Bad Smell Good Smell
0 1 2 3 4 5 6 7 8 9 10
Price
Cheap Expensive
0 1 2 3 4 5 6 7 8 9 10

5. Status
Do not give Status Give a lot of Status
0 1 2 3 4 5 6 7 8 9 10
For each attribute I would like you to give me an example a brand that
has a totally opposite answer.
Brand Associations – 15 minutes
Now I will give to each one of you some pictures and I want you to write what
can you associate it with.
First Picture – The logo
Second Picture – A muscle Man without T-shirt
Third Picture – A lot of guys looking the same
Fourth Picture – A girl in love with a guy.
Now I want you all to tell me what comes to your mind when you see this
pictures and why or why not you remembered A&F.
The last Picture is a celebrity in one of their advertising.
For the ex-consumers: Would you buy the perfume now that someone really
famous is telling you to?
For the consumers: Would you still buy the perfume now that they have a
spoken person?

6. Logo – 10 minutes
Question to all consumers: What does the LOGO means to you? What comes
to your mind when you see the LOGO?
Does it create value? Does it remind you of their clothes more then the
perfume?
Loyalty Consumer – 5 minutes
Objective: Understand why they still chose A&F Perfume
Questions?
- Why you still chose A&F Perfume?
- Do you like the smell?
- How long have you been using it?
- Which perfume you used to use before?
- If you could chose another one, which would it be?
- Does the price affects you?
End – 5 minutes
Before we finished this focused group I would like to thank everyone and ask
if there is any question? Also, it would be really helpful if you could give some
suggestions, personal opinion, what could be improved, etc.