Could the brand change its sales and promotion policy without affecting its relationship with customers? In fact, it's all about in-store attraction, with a unique experience, could A&F revisit this as those sales collapse or there's another problem with the brand?II. Environmental ScanWhy is it important to use theory to understand this question? A brand environment scan is a good thing to do to understand. There are many factors that need to be considered by the brand to understand how to sell, attract and have a reliable customer. Selling clothing also refers to a social universe and an analysis of consumer behavior towards the brand is important. • Social and culturalTo distribute a clothing brand, large retailers must take into account certain social and cultural factors. Clothing is an external sign that allows consumers to display their social class, their purchasing power, their membership in a group, etc. Age is an important factor in the sale of clothing, with each age group having a specific dress code for example. Teenagers and young children are sensitive to fashion trends. Clothing and accessories are mostly from popular brands from foreign countries, mainly the United States. The goal is to be exclusive with clothing in order to stand out from other individuals. It is also an opportunity for consumers to show that they have the financial resources necessary to afford this type of product. Indeed, fashion is often seen as a factor of integration in a young population. Dressing in branded products allows them to develop and project a positive image of themselves. Belonging to a group depends partly on how the person is dressed, it defines the category to which they belong...... middle of paper ......f purchase playing with a very direct atmosphere and impulsive to promote the sale. Word of mouth, the story, the brand's communication, the policy will be disseminated among the population by active members very close to the brand. Its loyalty will be based on an emotional marketing relationship and this loyalty will strengthen the identity of the company through an existing tribe. • The tribal marketing approachA&F seeks the unusual and the dream... Differentiating yourself from competitors is the motto of this sector brand. Abercrombie created its social universe for its brand and its personalized customer relationships by sharing common values ​​around the brand. That said, it's one thing to want to play on this pitch, but above all, how and why? A&F wishes to maintain its original and unique appearance. The refusal of trivialization, ease of access,