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Abercrombie & Fitch Co. Company analysis Prepared by: Olga Gnedash, Alexander Petrushin, Brent Hanson. Agenda. Company Overview Business Description History Industry and competitors SWOT analysis Unique Sales strategy Recommendations and Conclusion. Company Overview.

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abercrombie fitch co

Abercrombie & Fitch Co.

Company analysis

Prepared by: Olga Gnedash, Alexander Petrushin, Brent Hanson

agenda
Agenda
  • Company Overview
  • Business Description
  • History
  • Industry and competitors
  • SWOT analysis
  • Unique Sales strategy
  • Recommendations and Conclusion
company overview
Company Overview
  • Specialty retailer that sales casual apparel
  • Operates under 5 brands: Abercrombie & Fitch, AbercrombieKids, Hollister and RUEHL and Gilly Hicks: Sydney brands.
  • The company operates in the US, Canada, UK.
  • Operates 1039 stores worldwide (February 2008)
  • 80,100 employees
abercrombie
Abercrombie
  • Established July 1998
  • 7-14-year-old age group
  • 170 stores in US
  • “Classic cool” theme
  • Logo Moose
hollister co
Hollister Co.
  • Established July 2000
  • 14-18-year-old schoolers
  • 455 stores in US and Canada
  • Theme “SoCal”
  • Logo Seagull
abercrombie fitch
Abercrombie & Fitch
  • Established June 1892
  • Targets 18-22 year-old age group
  • 357 stores
  • Theme “Casual Luxury”
  • Logo Moose
the ruehl
The RUEHL
  • Established September 2004
  • Targets 22-35 year adults
  • Operates 22 stores
  • Logo French Bulldog
gilly hicks sydney
Gilly Hicks: Sydney
  • Established January 2008
  • Operates 5 stores
  • Targets 18 and up
  • Logo Koala
  • Theme Australia
history
History
  • David T. Abercrombie established Abercrombie Co. on June 1892
  • In 1904 wealthy Ezra Fitch became a co-owner
  • In 1909 issued and mailed 50,000 copies of 456-page catalog
  • In 1917 A&F became the largest retailer in NYC that sold sportswear
  • In 2006 A&F opened its first store in Canada, In 2007 first store in UK
industry and competitors
Industry and Competitors
  • Retail Industry (Special Lines)
  • 40,000 companies operate 90,000 stores
  • Summarized annual revenue $130 billion
  • Dominance of large companies
  • Slowdown in spending on clothing
  • Labor-intensive industry, high demand for qualified and skilled sales reps
  • Two main sales seasons- fall (main for A&F) and spring
industry and competitors13
Gap, Inc., The

Target Corporation

Gap, Inc., The

Limited Brands

American Eagle Outfitters, Inc.

Benetton Group SpA

Tommy Hilfiger Corporation

Urban Outfitters, Inc.

Wet Seal, Inc, The

Aeropostale, Inc.

Industry and Competitors
swot analysis
SWOT Analysis
  • Strengths
  • Strong brand portfolio
  • Strong financial performance
  • Robust balance sheet
  • Weaknesses
  • Low inventory turnover ratio
  • Limited geographic reach
swot analysis16
Opportunities

Expansion in new markets

Investment in infrastructure

Development of new concepts

Increasing online sales

Threats

Counterfeit goods

Increasing rental rates in US

Slowdown in the US economy

SWOT Analysis
unique sales strategy imc
Unique Sales Strategy: IMC
  • High integration of Marketing efforts
  • Recruits high energy “brand reps” largely from college campuses who dress in A&F
  • Issues subscription catalog – A&F Quarterly (350,000 Americans has subscribed)
  • Issues “magalogs”
unique sales strategy
Unique Sales Strategy
  • Emphasis on high level of service, quality, brand image
  • Targets Generation Y
  • Positioning strategy involves the use of overt sexuality advertising appeal
  • http://www.youtube.com/watch?v=9dqEcKcadUE&NR=1
unique sales strategy publicity
Positive

18-22-year-olds

Controversy surrounding its ad campaign has added allure and exclusivity

34 consecutive quarters of record sales and earnings

Negative

Parents

Organizations

Legislators

“Playboy for kids”

Unique Sales Strategy: Publicity
unique sales strategy store layout
Unique Sales Strategy: Store Layout
  • comfortable armchairs designed
  • Large photos on the walls
  • extremely loud, energizing trance and dance songs
  • dimmed light
  • unique A&F’s scent in the store
unique sales strategy web site
Unique Sales Strategy: Web site
  • Allows to download music, e-post cards
  • Provide useful information, FAQ
  • Shop online
  • Watch Abercrombie TV
  • Create ANFMail accounts
recommendations and conclusion
Recommendations and Conclusion
  • Long-term recommendations
  • Open a discount clothing store
  • Invest in overseas expansion (Europe, Japan)
  • Short-term recommendations
  • Sponsor college events
  • Strengthen rebellion and controversy image
  • Emphasize on online shopping
  • Review the choice of magazines where A&F places ads