Released 2002 Successor Ezra Fitch | Label Abercrombie & Fitch | |
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Type Cologne
Representing scent of A&F Website FIERCE at abercrombie.com | ||
Fierce (marketed in bold red-lettering as "FIERCE") is a men's fragrance by Abercrombie & Fitch. The cologne was first introduced in 2002. Today, Fierce is the signature scent of the Abercrombie & Fitch brand.
Contents
Abercrombie & Fitch has sold over $200 million USD of Fierce since 2002. A&F predict sales of Fierce to be at $90 million USD for fiscal 2009.
Originally packaged in red, the cologne in now encased in a gray box.
Marketing
The marketing grayscale image for the fragrance is a "ripped male torso."
Fierce is the representative scent of A&F. The cologne is sprayed throughout the stores and on clothing as a form of marketing. A&F has spent over $3 million USD for scent-spraying machines for its flagship stores. Increasingly, non-flagship stores are also being equipped with the ceiling installation fragrance distributors.
Abercrombie & Fitch's Christmas 2009 fashion season was themed "FIERCE". In a new marketing move, the seasonal photography bore quotations from prominent historical writers (Arthur Conan Doyle, Don Marquis, Henry Ward Beecher, and Gilbert K. Chesterton) all containing the word "FIERCE" in bold/red.
The fragrance has been marketed on highway billboards as well.
Lawsuit against Beyoncé
On September 27, 2009, Abercrombie & Fitch filed a lawsuit against Beyoncé Knowles, because Beyoncé was releasing a fragrance and clothing line called "Sasha Fierce". Abercrombie & Fitch took action by filing a lawsuit against her "asking a [Columbus, Ohio] judge to stop Knowles and accusing her of trademark infringement, unfair competition and deceptive trade practices because it[A&F] already sells a men's cologne called Fierce." The company also cited a potential "likelihood of confusion" while sending Beyoncé a warning to "a cease-and-desist letter but she had not backed off."
In the end, Coty, Inc., the company Beyoncé hired for her fragrance, stated that the terms "Fierce" and "Sasha Fierce" were never intended to be used for the fragrance.