Abercrombie and Fitch. Dave Dalisky Erika Baker Ryan Bizon. A&F Evolution. 1892 David Abercrombie opened doors Catered to the outdoor needs of the sporting elite; supplying fishing, hunting and camping gear 1900 Ezra Fitch joined
Dave Dalisky Erika Baker Ryan Bizon
“A lot of people don't belong [in our clothes], and they can't belong. Are we exclusionary? Absolutely. Those companies that are in trouble are trying to target everybody: young, old, fat, skinny. But then you become totally vanilla. You don't alienate anybody, but you don't excite anybody, either."
“We hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don't market to anyone other than that."
CEO, Mike Jeffries
Male and female between 18-24 yrs.
Lean on parents for financial sustenance
Budget for a moderate to better wholesale price zone
Primarily in US, but also in Canada where retail stores are located
Good-looking, casual, charismatic
Pride is taken in their exclusive crowd
Camaraderie and sex appeal
Take pleasure in group settings and activities
Friends most important
Actions speaks louder than words
A&F Target Market
Men’s and Women’s
Exclusive Distribution: Private Label Brand
Brands: Abercrombie, Ezra Fitch
The in-store experience is the primary mode of
advertising for the company
It is through their store layout and décor that A&F has been able to capitalize on their target market’s value of exclusivity and youthful spirit
the Protection of Children
"I think we represent sexually healthy. It's playful. It's all depicting this wonderful camaraderie, friendship, and playfulness that exist in this generation and, candidly, does not exist in the older generation." CEO, Mike Jeffries