Transcript AF.ppt
Abercrombie & Fitch, Co.
Dan Bianchini, Jessica Kanaan, and Ben Lambert
History
• Abercrombie & Fitch first opened in 1892 by the hands
of David Abercrombie who was later joined by a wealthy
lawyer and loyal Abercrombie customer, Ezra Fitch.
• Originally, A & F catered to the outdoor needs of the
sporting elite: supplying hunting, fishing & camping
gear.
• Continued disputes led to the split of David
Abercrombie and Ezra Fitch, whose vision was more
expansive.
Catalogue Cover in 1909
• With a broader market, supplying men’s and women’s
clothing, as well as a more diverse range of sporting
merchandise, Fitch was on a high pedestal in the business
industry.
• In 1970, A & F filed bankruptcy and was later sold to
The Limited, Inc.
• Current CEO, Mike Jeffries, had a vision to reinvent the
company as a high-end retailer, focusing on trendy
collegiate apparel.
Catalog in 1909
Target Market
Male and female between the
ages of 18 to 22 years old
Privileged young AllAmerican college scholar
Take pleasure in group
settings and activities
(camping, boating, dancing,
partying)
Weaknesses for A&F
Racial Discrimination
Mall Locations
Exclusivity Deters a Broader Market
Sexual Advertisements promoting
promiscuity
Strengths of A&F
Brand Recognition
Customer Loyalty
Breadth, Depth
Explicit visuals in
promotional tactics
Exclusivity
Marketing Mix: Product Line
• High quality, edgy casual clothing for the collegiate young adult
consumer
• Exceptional denim product, trendy tanks & tees, sweaters, and
outerwear
• Two Product Lines: Abercrombie & Fitch and Ezra Fitch
• Classic, “casual luxury,” All-American lifestyle
Marketing Mix: Place Strategy
• Limited Marketing Channel: exclusive distribution strategy
• Product is manufactured and sold through exclusive retail outlets
• Abercrombie stores range from 8,000 ft.2 to 22,000 ft.2
• Strategically places their stores in high volume areas, typically in
urban centers and regional super centers (ultimately a destination
store)
• Factors that determine placing of store location include visibility,
accessibility, and surrounding competition
Abercrombie & Fitch Brands
• abercrombie kids
• Hollister, Co.
• Ruehl No. 925
References
•Abercrombie & Fitch. (2004). A&F careers. Retrieved October 6, 2006, from
http://www.abercrombie.com/anf/hr/jobs/careers.html.
•Driscoll, M. (2006, October 30). Abercrombie & fitch: power shopper. Business Week. Retrieved
November 1, 2006 from
•Levy, M., & Weitz, B.A. (2007). Retailing Management.New York: McGraw-Hill/Irwin.
•Manning-Schaffel, V. (2004, November 1). Abercrombie & fitch – second skin. Brandchannel.com.
Retrieved February 10, 2007 from
http://www.brandchannel.com/print_page.asp?ar_id=200§ion=webwatch.
•Wikipedia.org (2007). Abercrombie & Fitch. Retrieved October 12, 2006 from
http://en.wikipedia.org/wiki/Abercrombie_&_Fitch.
•YahooFinance. (2006). Form 10-q for abercrombie & fitch co/de/. Retrieved November 1, 2006,
from http://biz.yahoo.com/e/060608/anf10-q.html