I used to absolutely be in love with Abercrombie & Fitch when I was younger. After taking this course, however, I realized that it is a "Lovemark." I quickly noticed that whatever new style they came out with, I wanted it, even though I couldn't always get it. I think because of their expensive prices on their clothing, they set a high standard/value for themselves, so people would think that only rich people wear their clothing and, therefore, also want it. The sub-caption "Trademark since 1892" is an Appeal to Tradition fallacy as well. By putting the year of the trademark, the company tries to lure in the consumer to buy their clothing by make them think that if it's existed for so long and still going, then it must be of good quality and worth buying. I have also realized that they often simply rely on their brand name to advertise, since it's gotten so popular and most people know what kind of clothing they sell.
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