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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

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abercrombie and fitch

Abercrombie and Fitch

Dave Dalisky Erika Baker Ryan Bizon

slide2

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
  • Abercrombie sold to Ezra – broadened market
  • 1970 filed bankruptcy
  • 1988 The Limited acquired business – collegiate crowd new target market
  • 1992 sold to Mike Jeffries – visionary of company
slide3

A&F Target MarketStraight from the horse’s mouth

“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

slide4
Demographics

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

Psychographics

Good-looking, casual, charismatic

Privileged All-American

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

slide5

A&F Product Mix“Casual Luxury”

Men’s and Women’s

  • Jeans
  • Tees and Tank Tops
  • Sweatshirts
  • Outerwear
  • Underwear
  • Perfume
  • Accessories

Exclusive Distribution: Private Label Brand

Brands: Abercrombie, Ezra Fitch

slide6
Intratype

American Eagle

The Gap

Old Navy

Banana Republic

Hollister

J Crew

Intertype

Macy’s

Nordstrom

Target

A&F Competitors

slide7

A&F Store Design“In-store experience”

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

slide8

A&F Store Design“In-store experience”

  • Sales Staff = “Brand Reps” “Models”
    • Purpose is to epitomize the lifestyle of the company and reinforce it through action and dress
    • Hired based on their ability to represent brand rather than selling ability
slide9

A&F Store Design“In-store experience”

  • Ambiance/Atmosphere
    • Club-esque
      • Dark/Moody Wall and Display Colors, Loud Music, Low Lighting
    • Exclusive Clique
      • Lounge Couches, Socialization
    • Scent
      • Sprayed by Brand Reps on a set schedule
    • Lifestyle/Image Reinforcement
      • A&F prints on walls, in windows, on TV
slide12

A&F Store Design“In-store experience”

  • Free Form Design
    • Divided into Men’s and Women’s
  • Merchandise displays
    • Tables, Racks, Walls, T-Stands, Closets, Mannequins, Window Displays
    • Meticulously Maintained
slide13

A&F Advertising & Promotion

  • Print Sources
    • Vanity Fair, Out, Rolling Stone, Interview
  • In-Store
    • Model Appearances, Wall Displays, Brand Reps
  • Billboards
  • Commercials
    • In stores, select markets
slide14

A&F Promotion “Issues”

  • Sex-Driven Promotions
    • A&F Quarterly
    • The National Coalition for

the Protection of Children

& Families

    • A&F Magazine

"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

slide15

A&F Promotional“Issues”

  • Racial Prejudice
    • Lack of Diversity
    • Corporate Clause
    • Boycotts
slide16

A&F Bibliography

  • Abercrombie & Fitch. (2004). A&F careers. Retrieved October 6, 2006, from http://www.abercrombie.com/anf/hr/jobs/careers.html.
  • Collins, Sean (2001, July 29). Quarterly concern: the boycott of Abercrombie and Fitch. Disinformation. Retrieved February 27, 2007, from http://www.disinformation.com
  • Denizet-Lewis, B (2006, January 24). The man behind abercrombie and fitch. Salon.com. Retrieved October 6, 2006, from http://www.salon.com/mwt/feature/2006/01/24/jeffries/index_np.html.
  • Driscoll, M. (2006, October 30). Abercrombie & fitch: power shopper. Business Week. Retrieved November 1, 2006 from http://businessweek.com/print/investor/content/oct2006/pi20061030_872503.htm.
  • Driscoll, M. (2003, October 21). Abercrombie & fitch: priced to buy. Business Week. Retrieved November 1, 2006 from http://businessweek.com/print/investor/content/oct2003/pi20031021_4658_pi008.htm.
  • Edelson, S. (2005, March 11). A&F: bolster for upmarket push [electronic version]. WWD. 189, 2.
  • Emert, C. (1999, October 20). Old navy’s model plan reasonable prices, lively stores, offbeat ads fuel the gap’s powerhouse division. San Francisco Chronicle. Retrieved February 4, 2007 from http://www.sfgate.com/cgi-bin/article.cgi?file=/chronicle/archive/1999/10/20/BU30093.DTL.
  • Gap. Inc. (2007). Our brands – old navy. Retrieved February 6, 2007 from http://www.gapinc.com/public/OurBrands/brands_on.shtml
  • Huang, L. (2001, October 29). Old navy - a retail success story. Reporter Web. Retrieved February 3, 2007, from http://media.www.virtualreporter.org/media/storage/paper456/news/2001/10/29/Style/Old-Navy.8211.A.Retail.Success.Story-134837.shtml?sourcedomain=www.virtualreporter.org&MIIHost=media.collegepublisher.com.
  • Jaques, T. (2007, February 16). Personal interview with Tyler Jaques, Manager.
  • 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.
  • O'Loughlin, S. (2006). Can Gap's ailing Old Navy concept right its ship. Brandweek, 47,
  • Retrieved November 20, 2006, from http://0-web.ebscohost.com.
  • Morrison, P. (2007, February 16). Personal interview with Paul Morrison, Manager.
  • Sauer, A. (2004, March 29). Old navy: Full sales. Brandchannel.com. Retrieved February 12, 2007 from http://www.brandchannel.com/features_webwatch.asp?ww_id=168
  • Shaw, H (2006, May 27). Racy new kid at the mall. National Edition, FP5. Retrieved October 6, 2006, from http://0-web.lexis-nexis.com.oasis.oregonstate.edu/universe/printdoc.
  • Tosh, M. (1995, November 1). Gap's drexler: saluting old navy. WWD. Retrieved February 3, 2007, from file://C:DOCUME~1LOCALS~1TempC27OPXVT.htm.
  • Vargas, D. (2004, July 7). Abercrombie & fitch tone down promotions. Arizona Daily Star. Retrieved February 10, 2007 from http://www.azstarnet.com/sn/printDS/30158.
  • 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