 A & F, knowing who they want in store, spray doses of their men's fragrance “Fierce”, which they deem to be “packed with confidence and a bold masculine attitude” aligning with image of their intended demographic.Their brand image of a “classic, good looking and cool” teen is therefore associated with the fragrance and store, creating a “self-fulfilling prophecy for male clientele”, the notion that the receiving demographic can be like the A & F models and staff (Khan, 2014).Visual