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Abercrombie & fitch
 

Abercrombie & fitch

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Buy Abercrombie & Fitch Mens Clothing, Abercrombie & Fitch Womens Clothing from our top rated store.Great price & quality.

Buy Abercrombie & Fitch Mens Clothing, Abercrombie & Fitch Womens Clothing from our top rated store.Great price & quality.

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    Abercrombie & fitch Abercrombie & fitch Presentation Transcript

    • Present the proper way science and technology, Gothic production 1
    • Company History Present the proper way science and technology, Gothic production 2
    • Michael Jeffries • Became CEO in 1992 • Created the look of A&F Present the proper way science and technology, Gothic production 3
    • Competition Present the proper way science and technology, Gothic production
    • Product Image Present the proper way science and technology, Gothic production
    • Controversy as MarketingTool ?• A&F purposely created controversy and engaged in risky practices to attract attention, draw in shoppers, and sell more products.• A&F doesn’t really care about backing away from controversy.• “Free Advertising Gig” Present the proper way science and 6 technology, Gothic production
    • Diversity Marketing and theory Gothic Present the proper way science and 7 technology, Gothic production
    • Law Suit Issues: Present the proper way science and 8 technology, Gothic production
    • Diversity Commitment• Increasing and promoting diversity.• Recruiting strategy.• Managers-in-training are now more racially and ethnically diverse.• Supporting organizations that value academic excellence. Present the proper way science and 9 technology, Gothic production
    • Recommendations Diversity and Ethics Present the proper way science and 10 technology, Gothic production
    • Financial Operation Gothic Present the proper way science and 11 technology, Gothic production
    • Financial Operation Present the proper way science and 12 technology, Gothic production
    • Recommendations Financial Operation 13
    • Financial Summary (Stock price from Jan. 2007 to Apr. 2010) Present the proper way science and 14 technology, Gothic production
    • Selling Abilities• Same-store sales across all Abercrombie’s   2009 2008 2007 Total Comparable Store  brands largely decreased Sales -23% -13% -1% Abercrombie & Fitch -19% -8% 0%• Abercrombie Kids -23% -19% 0% Abercrombie has been reluctant to cut price Hollister -27% -17% -2% 15
    • Operating Challenges 16
    • Growth Opportunities 17
    • Target Market and Global Brands and Target Markets Gothic 18
    • Brands and Target MarketsAbercrombie: ages 7-14Hollister Company: high school studentsAbercrombie & Fitch: college students 19
    • Brands and Target Markets  35 million teens in the United States  Multiple revenue streams  No financial obligations
    • Recommendations Target Market 21
    • Marketing Gothic 22
    • MarketingStrengths/Opportunities• Store Experience: Sight, Smell, and Sound.• Product reflects the “All American Look” target market is seeking.• Low Advertising Costs: Word-of-Mouth Advertising• Controversy creates awareness and free advertising.• Clothing is “Aspirational” because of how its portrayed by the models/employees/etc. 23
    • Marketing Weaknesses/Threats• “Aspirational Pricing” = Broken Business Plan• Competition: Offering similar if not identical products at a fraction of the cost. (American Eagle, Gap)• Controversy can effect brand name / image 24
    • Recommendations Marketing 25
    • Thank You Gothic 26