Fitch Abercrombie & Fitch. Stacy McQueen Sarah Hopkins Rachel Coburn Cori Gibson Cristina Villarreal Yuan Yuan Tian. Socio-Cultural Issues Fitch. Discrimination
Forever 21- Mass fast fashion leader
Wet Seal-Low Price Leader
Charlotte Russe-Fast fashion follower
H&M-Luxury fast fashion leader
Urban Outfitters-Funky fashion leader
The Fitch icon is the canoe. This logo is derived from some scenic aesthetics and inspiration Abercrombie and Fitch incorporated in their stores. This is to show the inner roots of Fitch and how it is still very much part of A&F.
The canoe will be shown on all kinds of various apparel items such as tees and tops for men and women, purses and shoes. The icon will only be measure to 2X2 on apparel items so it will be somewhat similar to the size of the A&F moose.
The canoe shows the overall theme and the key inspiration piece; apparel meant for the modern young shopper for any occasion but still keeping its heritage quality alive.
Graphic Tee Colors
Colors for Linen Shirts and Vests
Prints for the Floral dress
Button down shirt
Product Mix: Fitch
Average Product Length *Product Width=20/4=5
Consumer Based Branding Equity