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Abercrombie & Fitch, Co. Dan Bianchini, Jessica Kanaan, and Ben Lambert

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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.

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Abercrombie & Fitch, Co.

Dan Bianchini, Jessica Kanaan, and Ben Lambert

slide2

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.
  • 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.

Catalogue Cover in 1909

Catalog in 1909

target market
Target Market
  • Male and female between the ages of 18 to 22 years old
  • Privileged young All-American college scholar
  • Take pleasure in group settings and activities (camping, boating, dancing, partying)
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Weaknesses for A&F

  • Racial Discrimination
  • Mall Locations
  • Exclusivity Deters a Broader Market
  • Sexual Advertisements promoting promiscuity
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Strengths of A&F

  • Brand Recognition
  • Customer Loyalty
  • Breadth, Depth
  • Explicit visuals in

promotional tactics

  • Exclusivity
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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
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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 & Fitch Brands
  • abercrombie kids
  • Hollister, Co.
  • Ruehl No. 925
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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&section=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
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