Abercrombie & fitch

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

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Abercrombie & fitch

  1. 1. Present the proper way science and technology, Gothic production 1
  2. 2. Company History Present the proper way science and technology, Gothic production 2
  3. 3. Michael Jeffries • Became CEO in 1992 • Created the look of A&F Present the proper way science and technology, Gothic production 3
  4. 4. Competition Present the proper way science and technology, Gothic production
  5. 5. Product Image Present the proper way science and technology, Gothic production
  6. 6. 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
  7. 7. Diversity Marketing and theory Gothic Present the proper way science and 7 technology, Gothic production
  8. 8. Law Suit Issues: Present the proper way science and 8 technology, Gothic production
  9. 9. 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
  10. 10. Recommendations Diversity and Ethics Present the proper way science and 10 technology, Gothic production
  11. 11. Financial Operation Gothic Present the proper way science and 11 technology, Gothic production
  12. 12. Financial Operation Present the proper way science and 12 technology, Gothic production
  13. 13. Recommendations Financial Operation 13
  14. 14. Financial Summary (Stock price from Jan. 2007 to Apr. 2010) Present the proper way science and 14 technology, Gothic production
  15. 15. 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
  16. 16. Operating Challenges 16
  17. 17. Growth Opportunities 17
  18. 18. Target Market and Global Brands and Target Markets Gothic 18
  19. 19. Brands and Target MarketsAbercrombie: ages 7-14Hollister Company: high school studentsAbercrombie & Fitch: college students 19
  20. 20. Brands and Target Markets  35 million teens in the United States  Multiple revenue streams  No financial obligations
  21. 21. Recommendations Target Market 21
  22. 22. Marketing Gothic 22
  23. 23. 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
  24. 24. 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
  25. 25. Recommendations Marketing 25
  26. 26. Thank You Gothic 26

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