Production Abercrombie and Fitch
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Production Abercrombie and Fitch

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Production Abercrombie and Fitch Production Abercrombie and Fitch Presentation Transcript

  • Erika Louise Tolputt
  • Abercrombie & Fitch
    When was it first created?
    Profile
    Name: Abercrombie & Fitch
    Creator: David T.Abercrombie
    Time of creation: June 4th 1892
    Place of creation: Manhattan, New York
    Erika Louise Tolputt
  • Abercrombie and Fitch has developed since 1892 to 2010 adapting to the media and competition every year and season, through doing this they have had to change and make many adaption's to their business and especially their logo.
    Abercrombie and Fitch did this through using such techniques as:
    • Updating and modifying their logo
    • Updating and modifying their outlook of the website
    • The images they use to represent their business and brand products
    • The outlook of their business and the people they employ
    Abercrombie & Fitch
    How has it developed?
    Erika Louise Tolputt
  • The brand meaning originated from Manhattan where the name and branding of Abercrombie and Fitch fired up.
    ‘Abercrombie’ this meaning the last name of the creator of the brand and his name was David T.Abercrombie who originated from Manhattan, New York where he first created his vision of Abercrombie and Fitch.
    The second word ‘Fitch’ meaning that this was the original street, Fitch Street, where the first thoughts and initial ideas were conjured from that very street where David Abercrombie habituated. Also David Abercrombie was joined in partnership from their lawyer and regular customer Ezra Fitch.
    Abercrombie & Fitch
    What is the brand meaning?
    Erika Louise Tolputt
    • A&F not only owns their own brand but they also own other leading brands such as ‘Hollister’ which was potentially competition.
    • Its home office is located in New Albany, Ohio.
    • A&F is not only a national brand but and international brand too, A&F also have branches in Italy and Milan which also have A&F headquarters.
    • A&F now recently has opened an Abercrombie & Fitch headquarters in Tokyo, Japan.
    Abercrombie & Fitch
    Are there any interesting facts about the chosen logo?
    Erika Louise Tolputt
  • Other businesses alike A&F which work and compete in the same market, the high end clothing market, this can involve much competition.
    • Jack Wills
    • Hollister
    • Soul Cal
    • American Eagle
    Jack Wills: Is the English version of A&F originated in England and slowly expanding their business to become an international clothing business.
    Hollister: Owned by A&F but also competitive against A&F to motivate employees and keep the motivation high and running to produce an even stronger business.
    Soul Cal: ‘Soul California’ another American brand to recently hit the top spots of the lead clothing brands and slowly becoming ever so more popular in America as well as England and other countries such as Paris, Milan and Tokyo.
    American Eagle: An older more rustic version of A&F that was released and published long before Abercrombie & Fitch and therefore are a strong competitor for A&F and their business as American Eagle have experience.
    Abercrombie & Fitch
    Compare it to those in the same market?
    Erika Louise Tolputt
  • Abercrombie & Fitch produce one main product and that's clothing, A&F produce clothing from Men to Women and at a range of different shapes and sizes. They also produce:
    • Clothing for Men
    • Clothing for Women
    • Clothing for Children
    • Fashion shows
    • Spreads in high end fashion magazines e.g. Vogue and Elle
    Abercrombie & Fitch
    What is the brand portfolio?
    Erika Louise Tolputt
  • The brand markets itself through using the simple method of the four P’s, a efficient business terminology.
    Abercrombie & Fitch
    How does the brand market itself?
    Erika Louise Tolputt
  • The brand A&F only sponsor one brand and that's ‘Hollister’, the reason for this is because Hollister are not only healthy competition they are also owned by A&F so therefore they only sponsor them for a reason but also because they should support their fellow business.
    Abercrombie & Fitch
    Does the brand sponsor anyone?
    Erika Louise Tolputt
  • Abercrombie & Fitch is located in hundreds of places around the world, the main headquarters being at:
    • Tokyo
    • Milan
    • Paris
    • England
    • America
    There are hundreds of locations in America as that is where the company and brand originated itself from so therefore in every state there is an A&F store because, especially in America, the store is so well known.
    The other countries have headquarters for the simple reason that they are some of the top fashion industries in the world and therefore would best promote A&F through just the sheer knowledge of fashion and how well represented these countries are for their fashion.
    Abercrombie & Fitch
    Is it a global product?
    Erika Louise Tolputt