The Myth Of Abercrombie And Fitch

The Myth Of Abercrombie And Fitch
In the following I explore how myth has been used to position Abercrombie and Fitch clothing in
the market.
Abercrombie & Fitch is a popular teen brand. It uses the same brand experience in every store
across the western world. Each store, no matter where has the same style, the same sound and the
same smell. The myth about the lean, white, and rich ideal coming from the American society is
distributed in the same way in every country. Hence, I am not only focusing on the myth that has
been used to position the brand in Germany, but how myth has been used to position A&F in every
market they sell their products in.
A&F has a clearly defined target customer: the good–looking, classic and cool teenagers. The image
they produce with the brand ... Show more content on Helpwriting.net ...
Beside the shirtless men at the entrance of every store, the faded black/white images of almost
naked teens developed to a trademark for Abercrombie and Fitch. Although the text is nearly
blocked and covered, consumers would undoubtedly be able to identify this image as one of A&Fs.
Even though it is difficult to see a relationship among the images, there is a clear relationship
between the product and sexuality.
Abercrombie is a clothing brand and in its adverts and their brand communication the models are
essentially naked but trying to sell clothes. However, A&F sells much more than clothes, it is trying
to sell its image and a lifestyle. Using their brand communication they want a sexual image to be
connected with their name.
A&Fs in–store experience is the crucial way of advertising for the company. Through the store
layout and decoration A&F capitalized on their target market's value of exclusivity and youthful
spirit. Personifying the lifestyle of the company and reinforcing it through action and dress is the
core driver of the in–store experience. Salespersons were employed based on their ability to embody
the brand. Their selling ability is
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Abercrombie and Fitch Brand Marketing Essay
Whether or not it is morally acceptable for Abercrombie and Fitch to use nudity and sexuality in its
advertising is not the real question; rather, it is whether or not it is ethical for Abercrombie to use
classical conditioning to program society in a manner that forces consumers to associate
uncontrolled desires with a basic brand of clothing. This company has successfully associated two
things which are the antithesis of one another: clothing and nudity.
Abercrombie and Fitch maintains its outstanding competitive advantage with its unparalleled
marketing tactics. No firm in history has applied the use of sexuality and physical beauty in
marketing better than Abercrombie and Fitch. They have successfully forced consumers to make ...
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It has asked, or perhaps forced, customers to think not with their head, but with their hormones:
morally unacceptable.
Abercrombie and Fitch uses classical conditioning in a variety of different ways. The campaigns,
which always contain photographs like the ones provided, have successfully conditioned consumers
to elicit a response from their sexual desires from an extremely basic line of clothing. Abercrombie's
clothing is basic and almost never scandalous. Their clothing lines provide good and decent cover
for customers. So what is the problem? The issue lies in the fact that this very basic, however very
unique form of clothing has been used as a tool to elicit sexual feelings on the part of those who see
the clothing, the name or the style.
First, they have elicited the responses based on feeling of beauty. The provided marketing catalogue
rarely shows models actually wearing large amounts of clothing. The consumer is not able to
evaluate any of the products characteristics when faced with an ad. Showing bodies that nearly all
consumers will find attractive is a clear attempt to tie physical beauty with the product. Beauty,
however, is a tactic that many firms use and may be less harmful than the following strategies.
Second, the whole purpose

Financial Analysis : Abercrombie & Fitch
Despite Abercrombie & Fitch's efforts to win back loyal consumers with their new rebranding
initiative, the company continues to experience a decline in annual revenue and dismal growth
coupled with a poor return on investment, making it a risky investment option for potential
shareholders. According to the company's annual report, Abercrombie & Fitch saw a decline in
revenue from $4,116.90 billion in February 2014 to $3,744.03 billion in 2015 with fourth–quarter
revenues falling nearly 14% to $1.12 billion (Abercrombie & Fitch 41). The company contributed
its dismal report to a decrease in the number of operational stores at the end of Q4 fiscal 2014, weak
consumer demand for both Hollister and Abercrombie & Fitch, slowing growth in ... Show more
content on Helpwriting.net ...
The retailer announced their decision to continue a plethora of store closings after suffering a $63
million loss for Q1 of 2015, worsened by the fact that their losses exceeded the expectations of
market analysts (Investopedia). Following the absence of CEO Mike Jeffries as of June 2015,
Abercrombie's stock dipped to its nearly annual low of $19 per share. The company continues to
increase promotional efforts while offering uncharacteristic discounts in an effort to lure consumers
back into their stores despite weakening profit margins. Abercrombie & Fitch has also furthered its
efforts to expand and improve its e–commerce site to develop a more user–friendly shopping
experience in the wake of over 200 required store closings nationally. While Abercrombie's
Executive Chairman, Arthur Martinez, attributes the company's losses to a transitional phase that
will likely take several quarters to reflect results of their strategic efforts, analysts continue to
suggest that its unlikely consumers will return to the brand despite its new incentives (Forbes
Contributor). Currently, Abercrombie's dismal annual report and small scale efforts to rebrand itself
makes it a risky investment option, albeit has potential to improve in the future given their focus on
improving their online presence and providing a better return for investors.
Despite Abercrombie executives'

Abercrombie And Fitch : An American Clothing Retailer
Abercrombie & Fitch is an American clothing retailer that targets the teenage and collegial
demographic. Abercrombie and Fitch has sister stores such as Hollister Co., a southern California
inspired lifestyle brand that markets to consumers aged 14–18 and Abercrombie Kids that caters to
children 10 and younger. With over 800 stores internationally, they are able to segment their
business in 3 ways. They have U.S. retail stores and operations, international stores and direct–to–
consumer relations which include online operations in the U.S. and internationally. Abercrombie
provides consumers with a range of different products like trendy clothing, personal care products
and accessories. Their main focus is to provide a "casual luxury" for those who want to be chic and
fashionable.
From mid–2000s and onwards, it becomes apparent what led this company to its current state;
struggling to stay in business, relevant and popular. Abercrombie and Fitch was unable to retain its
customers as they found other cheaper alternatives and phased out from displaying brand names on
their clothing. The company was unable to cater to the marketplace and focus on the changing needs
of its consumers. Abercrombie was incapable of realizing that their current marketing strategy
would only be successful for so long until consumer needs change. The Abercrombie image was
created by their CEO, Mike Jeffries, who stated that Abercrombie "...wants to market to cool, good–
looking people. We don't market to

What Is The Difference Between Abercrombie And Fitch?
Background:
David Abercrombie founded the company in 1892 in Manhattan as a hunting and fishing equipment
store called Abercrombie Co.
Years later, Ezra Fitch a lawyer and wealthy customer purchased a significant share of the company.
The name of the company officially changed in 1906 to Abercrombie & Fitch as a result of such
transaction.
Owners disagreed on what they wanted to do in the company and a year later Abercrombie sold his
shares. Fitch pivoted the focus of the company a little. Abercrombie and Fitch besides selling
sporting goods, also offered other general retail apparel including women's clothing starting from
1910.
The Great Depression of the 30's strike considerably the economic situation of the company.
However, it thrived again soon after.
By 1960, the company opened new stores in other cities throughout the nation.
After the CEO of the time rejected the idea of lowering their prices, the company filed bankruptcy in
1977 and was then bought by Oshman's Sporting Goods.
In 1988, Limited Brands acquired the company making apparel the focal point of its business.
Michael Jeffries named CEO of the company in 1992, here's when the issue began.
Case Facts:
1. During an interview, Jeffries, the CEO of the firm quoted: "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." During the same interview,
he

Abercrombie And Fitch Case Analysis
Introduction
According to Keyton, organizational culture is "the set of artifacts, values, and assumptions that
emerges from the interactions of organizational members" (Keyton, 2014, p. 550). Over the past few
years, past and potential employees of the clothing brand Abercrombie & Fitch (A&F) have taken to
the media to explain the negative organizational culture that exists within the company. The
management values and company policies that create this "image–obsessed culture" have led to
multiple human rights lawsuits, which has damaged the reputation of Abercrombie & Fitch globally
(Benson, 2013).
Statement of the Problem
Abercrombie & Fitch's corporate leaders have designed policies to mandate personal appearance,
manifesting into a ... Show more content on Helpwriting.net ...
Jefferies was successful in his pursuit and as a result, his exclusionary sentiment permeated the
workplace culture of the organization at every level; from the sprawling 300–acre headquarters in
the woods of Ohio to each individual retail outlet. At the heart of this culture was the "Looks
Policy", an unforgiving guide to how employees should present themselves at work. This policy
governed every aspect of an employee's appearance from the number of times they rolled the cuffs
of their jeans to the tone of their skin, which was preferably 'sun kissed'. Not only did this policy
contribute to a negative work environment where employees felt they were constantly being
evaluated on the basis of their physical attributes alone, but it also led to human rights violations
wherein job applicants were denied employment on the basis of their race and/or religion. In a 2004
class action lawsuit filed against the retail giant, several thousands of former A&F employees
alleged the company discriminated against African–Americans, Latinos, and Asian Americans in its
hiring practices as well as its advertisements. The claimants also purported that non–white
employees were frequently relegated to the back–of–store tasks where they would not be visible to
store patrons. A&F settled the lawsuit out of

Abercrombie And Fitch Is Wrong
Tony Blair, a former prime minister of the United Kingdom, once said, "Those who wish to cause
religious conflict are small in number but often manage to dominate the headline." What he is trying
to say is that there are not many people who want to cause a religious conflict; however, those are
the people that usually affect other people. The company Abercrombie and Fitch has been caught
discriminating people who are different from the majority of people. In June of 2015, a girl named
Samantha Elauf was discriminated against for wearing a hijab, also known as a headscarf, to an
interview to work for Abercrombie Kids. She soon discovered that she did not get the job due to her
beliefs. Elauf should have been allowed to work at Abercrombie because ... Show more content on
Helpwriting.net ...
The company's look policy clearly states that employees cannot wear: "no hats, no black clothing,
no facial hair. Women's hair should long, and nail polish is discouraged" (Smith). This look policy
discourages people from applying for a job at these stores because some people would want to wear
hats, have short hair, etc. Elauf was not discouraged, but she was denied of a job at this company
because she wore a black head scarf to her interview at Abercrombie Kids. Now, Abercrombie is
starting to change its policy to allowing religious clothing/accessories and removing shirtless men at
store entrances. A justice of the E.E.O.C v. Abercrombie & Fitch Stores court case, Justice Samuel
A. Alito, asked, "'Do you think that those people have to say, 'We just want to tell you, we're dressed
this way for a religious reason?We're not just trying to make a fashion statement''" (Smith).
Samantha Elauf should not have had to tell the interviewer that she was wearing the scarf for
religious reasons. She would have gotten the job if she had not worn the hijab to the interview, so
she should have gotten the job even with the scarf. The look policy that was established by this
company discriminates people of many races and of

Promoting Brand Loyalty at Abercrombie & Fitch
Promoting Brand Loyalty at Abercrombie & Fitch ch.6
Abercrombie and Fitch is an American retailer that focuses on casual wear for consumers aged 18 to
22. It has over 300 locations in the United States, and is expanding internationally. The company
also operates three offshoot brands: Abercrombie, Hollister Co., and Gilly Hicks. The company
operated a post–collegiate brand, Ruehl No.925, that closed in early 2010.
The company operates 1,073 stores across all four brands. The A&F brand has 316 locations in
the United States, four in Canada, one in London, one in Milan, one in Tokyo, one in Copenhagen,
one in Madrid, one in Paris, one in Brussels, one in Dublin, and one in Hong Kong. A&F stores
range from 6,000 to ... Show more content on Helpwriting.net ...
Net income from continuing operations was $79.0 million and net income per diluted share from
continuing operations was $0.89 in Fiscal 2009, compared to net income from continuing operations
of $308.2 million and net income per diluted share from continuing operations of $3.45 in Fiscal
2008. Net income per diluted share from continuing operations included non–cash, store–related
asset impairment charges of $0.23 and $0.06 for Fiscal 2009 and Fiscal 2008, respectively. Net cash
provided by operating activities, the Company's primary source of liquidity, was $402.2 million for
Fiscal 2009. This source of cash was primarily driven by results from operations adjusted for non–
cash items including depreciation and amortization and impairment charges. The Company used
$175.5 million of cash for capital expenditures and had proceeds from the sale of marketable
securities of $77.5 million during Fiscal 2009.
The Company's Market Share may be Adversely Impacted at any Time by a Significant Number of
Competitors. The sale of apparel and personal care products is a highly competitive business with
numerous participants, including individual and chain fashion specialty stores, as well as regional
and national department stores. The Company faces a variety of competitive challenges, including
maintaining favorable brand recognition and effectively marketing its products to consumers in
several diverse demographic markets. And sourcing merchandise

Bad Cases: The Case Of Abercrombie And Fitch
Abercrombie & Fitch shouldn't discriminate against anyone regardless of whoever they are. Over
the years, the popular clothing brand has faced many lawsuits over their "look policy"
discriminating against anyone who does not fit the "part". Former twenty–two year old employee
Riam Dean sued the company in 2009 for forcing her to work in stock since she was born without a
left forearm so she wasn't shown by customers.The company has also faced racial discrimination as
well, by forcing their black employees to leave early whenever the then CEO was scheduled for an
appearance and rejecting black models for not looking the "part".The CEO once again proved to be
very controversial when he infamously said "It`s almost everything. That`s why we hire good–
looking people in our stores. ... Show more content on Helpwriting.net ...
We don't market to anyone other than that". This statement has made the Abercrombie and Fitch
brand deemed, even more, insensitive and judgemental to their buyers as well as non buyers. On
December 9, 2014, Mike Jeffries retired from being CEO of Abercrombie and Fitch, a position he
held since 1992. After his leaving, the brand is starting to introduce some major changes, for
instance, Abercrombie plans to relax its "Look Policy Guidelines" by allowing their workers to have
more freedom over what they wear.Also changing their sales staff titles to "Brand" Representatives
instead of Models. This change is coming from plummeting sales over the recent years –– Fitch saw
a fourteen percent drop during its holiday quarter, and being non favorable towards their young

Abercrombie & Fitch
Abercrombie & Fitch Co. ("A&F") a specialty retailer operates stores and direct –to–consumer
operations through its subsidiaries. Incorporated in Delaware in 1996, Abercrombie & Fitch Co.
under the Abercrombie & Fitch, Abercrombie kids, and Hollister brands sells: casual sportswear
apparel, including knit and woven shirts, graphic t–shirts, fleece, jeans and woven pants, shorts,
sweaters, and outerwear; personal care products; and accessories for men, women and kids. The
Company also operates stores and direct–to–consumer operations offering bras, underwear, personal
care products, sleepwear, and at–home products for women under the Gilly Hicks brand. A&F
operates over thousand stores in North America, Europe and Japan. ... Show more content on
Helpwriting.net ...
Company's return on assets (ROA) indicates what earnings were generated from invested capital
(assets). Abercrombie & Fitch's ROA, Return on Average Stockholders ' Equity, Comparable Store
Sales increased respectively in 2010 from 0% to 5%, 0% to 8% and –23% to 7% compared to the
previous year. The current ratio on the other hand decreased from 2.73 to 2.5. Despite the decrease
of its current ratio, Abercrombie & Fitch presents a high current ratio which is a good indicator of its
ability to meet its short–term obligation. Gross profit during Fiscal 2010 was $2.212 billion
compared to $1.884 billion during Fiscal 2009. The company's ROA shows that the business
utilizing efficiently its assets. Abercrombie & Fitch presents gross profit margin of 64% and 63.8%
for respectively 2009 and 2010 which indicates that the company has a gross income of $0.64 and
$0.63 for each dollar of sales. A&F high profit margin indicates that they are a more profitable
company that has better control over its costs compared to its competitors where the average gross
profit margin is 48.46% in 2009 according to Butler Consultants. The retail clothing industry had an
average gross profit margin of 48.46 percent in 2009 according to Butler Consultants. The decrease
in the gross profit rate for Fiscal 2010 was primarily driven by a 9% decrease in average unit retail,
which was partially offset by a

Abercrombie and Fitch
Abercromie & Fitch
Abercrombie and Fitch Co. (« A&F ») is an international fashion retailer selling apparel,
fragance and luxury products to young customers. The brand describes itself as « casual luxury ».
They developed a strong brand image based on provocative communication and specific in–store
experience that fits with the cool lifestyle it promotes. However, sales have been dropping for years
and do not seem to be going in the future. In 2013, the firm closed about 220 mall stores and
entering December 2014, profits were expected about $106 milions, less than half of what they had
been in 2012.
Fitch's performance is declining fastly, and it can be explained through internal and external factors.
Some of these factors ... Show more content on Helpwriting.net ...
Today A&F still do not have a permanent CEO.
While the lack of competitive advantage and some public relations blunders serve as internal
reasons for poor performance, A&F's competitors, economic context and consumer's changing
behavior constitue external elements that can also explained the firm's decline. Eco context :The
economic condition can also affect the firm's performance. The apparel industry is a very cyclical
industry that is highly correlated to the economic context. Indeed, consumers are more likely to
refrain from purchasing non–necessary goods in a period of recession. Moreover, with the ongoing
economic situation, existing international stores are touched and this can affect productivity and
future opening projects. Furthemore, this openess is limited to some factors such as exchange rate or
local government policies. A&F's international subsidaries often operate with currencies other
than US dollar. Thus, the risk of currency variation is higher when international expansion rises.
Competition :During slow economic time, competitors have been quick to lower their prices,
however A&F has continually refused, thinking that it would have tanish their brand.In the
retail industry, how a brand is perceived by its potential consumers is a crucial part to the success or
failure of that company because there is not a lot of difference in product features or quality.

Abercrombie And Fitch Case Summary
When Samantha Elauf went in for her job interview with Abercrombie & Fitch, she wore the
headscarf traditional for a practicing Muslim. During the interview, her headscarf was not
mentioned or discussed, but the store did take note of its presence and decided not to offer Elauf a
job at the store after considering that she had most likely worn the headscarf for religious reasons
and that it would be in violation of the store's "Look Policy."
The "Look Policy" at Abercrombie & Fitch violates the wearing of "caps" stating that this look is
too informal for the image the company desires to project. In response, the EEOC sued Abercrombie
& Fitch on Elauf's behalf.
The EEOC received a summary judgment from the district court based on its claim

An Report On The Retail Company, Abercrombie & Fitch Essay
This report is on the retail company, Abercrombie & Fitch. I will discuss what they are known for
and how they provide a safe working place for their employees, vendors, and customers. I will
discuss their hiring practices and minimum requirements. I provided a SWOT Analysis of their
employee– employer relationships. I will discuss the controversial issues they have faced regarding
ethical behavior with their employees. Finally, I will discuss what I have learned from this company
and what I would change or continue doing within their business.
Abercrombie & Fitch (A&F) was founded in 1982 by David Abercrombie and Ezra Fitch in New
York City (1). Mike Jeffries was the CEO for 22 years, until he resigned in 2014 following eleven
consecutive quarters of sales declining; thus, A&F is being overseen by Arthur Martinez, Jonathon
Ramsden, and Fran Horowitz (2). Abercrombie & Fitch currently has 62,150 employees (1). A&F is
a retail store T–shirts, shorts, denim jeans, shoes and accessories. Their style was more of a basic
and casual look. They have a store called Abercrombie kids, which sells exclusively to boys and
girls. They also have another store called Abercrombie & Fitch, which sells to women and men.
They market towards young children to young adults, but are now targeting more towards the 18–22
age group (1).
Abercrombie & Fitch is best known for their basic T–shirts with their logo placed across the chest
and the denim jeans. They are also known for their marketing

Comparison Of Abercrombie And Fitch
Analysis of competitive position, opportunities, and threats
Brand image– Abercrombie & Fitch brand image is not as strong as their top three competitors. I
believe that the company decision not to adjust their prices along with their marketing complain
provided their competitors with an opportunity to capitalizes in promoting their brands throughout
the retail industry. Barbara Farfan (2016) stated that the company's decision not to adjust their prices
during the recession", hindered Abercrombie and Fitch Brand image while, other retail business
such as American Eagle, took the opportunity to employ successful discount strategies that attracted
customer to their business.
Global Expansion– the Global Expansion of Abercrombie & Fitch has ... Show more content on
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Moreover, I believe that the company should consider filtrating more international markets around
the world. Furthermore, I also believe that their opportunity to expand their online retail outlet
would provide substantial benefits to the financial reports overall. The expansion of their E–
commerce initiatives will allow the company to target populations without having to establish
physical locations in those areas. Forbes Magazine (2015) "Abercrombie international store is about
85% more productive than a domestic store (in terms of revenue per square feet), which clearly
indicates that stores in lucrative international markets are good option for the company."
One of the biggest threats to Abercrombie & Fitch is the price disparity between their products and
those of their competitors. Additionally, those company such as Wal–Mart, Target, Amazon.com and
other larger retailers are now selling products that are similar in design and material, at a much
cheaper cost to the consumer. Additionally, the threat of counterfeit products that are produced in
countries such as China has also reduced the market share of the company.
Additionally, the economic conditions where the company operates is another threat that must be
evaluated by the company. Moreover, the decrease in income generated will have a major

Abercrombie & Fitch, The Upscale Clothing Retailer Essay
Abercrombie & Fitch, the upscale clothing retailer known for its attractive sales assistant's and
models used for stores and advertisements has a long history of racism and sexism. Starting back in
2002, the company sold shirts that were racially insensitive to Asians, marketed thongs with sexual
phrases on them to pre–teens, and made men shirts that read "Female students needed for sexual
research." These products were soon removed after they caused controversy among parents and
young women. The company then faced charges that its branding and hiring practices are
discriminatory. Their stores allow white people to work in the front while Asians, and African
Americans work in the back. The company has been sued numerous times for for religious
discrimination and discrimination against handicapped customers. Abercrombie & Fitch also doesnt
stock womens pants above size 10, limiting their market to only slim and petite women.
The legal issue in this case is that Abercrombie & Fitch refused to hire potential employees based on
appearances. The ethical issues in this case are that Abercrombie & Fitch has a specific "look" that it
wants its customers and employees to have and if they don 't have that "look" then they are
"excluded". While it is legal for companies to have a dress code, they cannot discriminate against
others based upon looks. Abercrombie & Fitch "look policy" went as far as dictating fingernail
length, and hair color. Attorneys Bill Lee and Tom Saenz coordinated

Abercrombie And Fitch
2. Facts– Abercrombie and Fitch is a national clothing retail chain that is designed to come across as
preppy and modern to appeal to their relatively youthful market. Their stores require that employee's
meet a certain standard of appearance, and requires that it's employees follow a "look policy", in
which mentions the banning of black clothing items and "caps", though no specific definition for
caps is stated in said looks policy. In a potential employee's interview for a job placement within
Abercrombie and Fitch stores, if any mention of the "Looks" policy is mentioned, the interviewer is
required to notify someone in their Human Resources Department, who determines if an
accommodation can be made and if so, how much of one as well. In

Abercrombie And Fitch Mission Statement
Situational Analysis
Internal Analysis Abercrombie & Fitch is a popular retail clothing store whose headquarters is based
out of New Albany, Ohio. It has become the essence of privilege and casual luxury, made to fit the
all American lifestyle. It is a specialty retailer that operates stores and direct–to–consumer
operations (New York Times 2014). In 1891 David T. Abercrombie founded Abercrombie & Fitch. It
originally started as an expensive sporting good shop selling various guns, tackle, clothes and shoes
as well as many other sporting equipment. After years of expending to other large cities,
Abercrombie decided that it was time to tap into a different market, one that would include less
expensive items and cater to more suburban households (Britannica, 2014). ... Show more content
on Helpwriting.net ...
This company now operates over 300 stores nationwide and sales everything from casual
sportswear, jeans, outerwear, sleepwear, and accessories for women, men and kids (New York
Times, 2014). Per Abercrombie's mission statement " It is our mission to continue ore efforts to
support human rights, stand for and achieve diversity and inclusion, invest in our associates, give
back to our communities, commit to environmental sustainability efforts and make responsible
business decision. We believe in advancing corporate responsibility within our company and our
industry. We are passionate about creating a stronger and more positive environment for everyone to
enjoy" (Fitch,

Abercrombie and Fitch: International expansion external and internal analysis Name Here Business
Mgmt Name Here Date Here Executive Summary This case study was identified to examine why
international sales volume of Abercrombie and Fitch have increased over the past three years and to
recommend further international expansion to increase sales volume. The research draws attention to
the fact that in 2009, the US stores generated 81.2% of Abercrombie and Fitch's net sales. The
shares of international stores and direct–to–consumer net sales were very small in comparison. Over
the next two years the US stores decreased net sales percentages while net sales increased. Further
investigation reveal that the US market shrinkage ... Show more content on Helpwriting.net ...
The company is headquartered in New Albany, Ohio with over 1000 stores in North America,
European union and Asia and $4.1 Billion in net sales. The organization has approximately 85,000
associates including part–time. In 2006 Abercrombie and Fitch launched the initial international
expansion with the opening of the London, England store. From that initial launch the company has
successfully launched other international locations in Milan, Italy and Tokyo, Japan as well as other
locations in European union and Asia. In addition to these brick and mortar operations, Abercrombie
and Fitch have expanded its international reach with its online store capability. External
Environment – General Political Any organization expanding its operations internationally faces a
number of political factors including: Government and tax guidelines, employment regulations,
environmental regulations, trade and tariff regulations and limitations, as well as other factors.
Organizations that operate internationally need to review and ensure that free trade agreements are
in place for easier transfer of materials for the purpose of manufacturing as well as the distribution
of the final inventory for end sales. The majority of clothing manufacturing resides within Asia,
Central America and South America. In these regions there are risks associated with

Abercrombie And Fitch Company Financial Analysis
Brandon Gooden Abercrombie & Fitch Company Financial Analysis Finance 504 Professor Kramer
August 30, 2017 Investments to Support the Business Unit Strategy or Strategies Abercrombie and
Fitch and subsidiary brands: Abercrombie Kids, Hollister, and Gilly Hicks, have mastered the basics
of image priority and sex appeal in the retail industry. In earlier years, and still perceived by
consumers, ANF has been known for its controversial print advertisements and attractive logo,
which ANF used as a sells pitch. ANF and subsidiary brands are known to cater to fit and attractive
consumers that leaves opportunity for growth. ANF logo is attractive to consumers, in turn has
increased sales, but with fashion–forward retailer ... Show more content on Helpwriting.net ...
ANF price earnings ratio is currently 51.45%. For the next 3 year the sales forecast for COGS is
predicted to increase by 10%. Future Profitability and Competitive Performance Evaluating ANF
historical trends influences investor interest in the company. ANF shares increased 43.22% over the
previous month equaling a per share value of 14.06%. The stock rose to 11.86% over the past
quarter, while increasing 20.7% over the past six months. The company's volatility monthly is
4.04%. Abercrombie and Fitch is looking to generate more than $818.66 million for the current
quarter with already experience earning $843.13 same time last year. Growth ANF's historical data
displays a –4.4% annual rate of revenues over the past 5 years. In the recent quarter ANF has
generated an unattractive attribute by decreasing –3.6% in revenues. Compare Profitability ANF's
net profit margin –0.44% for 12–month period. Compared to peers 38% and sectors 12.4% averages.
ANF is in a weak position to its peers and sector. Although stock prices hit a low in April 2017 to
$10.50, a 38% increase has occurred in stock price. Even though ANF has increased their stock
price the company is not in a strong position. Shares are still does to the 52–week high ($23.29) by –
47.53%. Competitive Strategy In the future ANF is looking to consolidate it locations in the United
States, due to the weak economic environment in Europe, ANF is focusing on controlling its

Abercrombie and Fitch Case Study
Abercrombie and Fitch Case Analysis
MGT625
April 11, 2012
Elizabeth Payne
Abstract Abercrombie and Fitch (A&F) is a typical mall front store. They have been in the
business for a century and are not going anywhere. A&F sees their fair share of mock items and
lawsuits. However, through it all, A&F has made it to be successful, overcome threats, and
open similar chains to target a wider range age market.
Introduction Abercrombie & Fitch was founded in 1892 as a unique clothing store. Over the
century in business they have made a distinct target for young adults. The fashion giant specializes
in apparel for ages 18 through 22. "The 118–year–old retailer has been acknowledged for operating
a top–notch internal ... Show more content on Helpwriting.net ...
16). That is no small feat for any company. A&F has also branched out into branding sub–chain
stores such as Hollister and Abercrombie. These stores reach the younger audience while still
maintaining an image that is more suitable for that audience. Those stores have also flourished in
their own environment to gain consumer recognition and loyalty. A&F is able to create
successful sub–brand operations that tap into other target markets.
Greatest Weaknesses The greatest weaknesses that A&F has is that the economic downturn has
forced consumers to tone down their spending habits and give up non–necessary items like brand
name clothing. This has been especially hard on online sales for A&F. The company's sales for
online items have been down and the profit margin is non–existent. This makes it hard to keep the
online service available when it does not offer the company with any profit. The lawsuits A&F
face are not only because of suggestive advertising but because some view them as discriminatory
against minorities. Often A&F ads have a picture of white young adults. This is seen as that is
A&F only target; white young adults. In 2005, Abercrombie paid $40 million to a class of
African–Americans, Asian Americans, Latinos and women to settle another workplace
discrimination lawsuit," (Casabona, 2010, para. 7). The company has been ridiculed and mocked for
their practice, although that does not

Abercrombie And Fitch Paper
Advertising can also go wrong in the fashion industry. As noted by Aerens (2005), the Abercrombie
and Fitch fashion brand became the most controversial advertiser when it combined a father and son
relationship in their advertising imagery in the early 1990s. Sadly, this was socially misinterpreted
by the public as a portrayal of homosexuality. There was an era (i.e. in the 1980s) when advertisers
thought that camp (gay, homosexual) images in advertising were damaging to male fashion; in that
males could not relate to each other in such a manner and they were threatened by homosexual
imagery – something more conservative would have been more successful (Mort, 1996, pp. 72, 73;
Elliott and Elliott, 2005, p. 5). The same type of social study of fashion advertising of feminised
males and the reposes of male (i.e. heterosexual) consumers was undertaken in the late 1990s by
Kimmel and Tissier–Desbordes (1999) and the conclusion was similar. ... Show more content on
Helpwriting.net ...
However, after the short period (i.e. a decade) of a fall from grace and accusations of promoting
soft–core pornography, the Abercrombie and Fitch brand turned this controversy around by toning
down nudity by utilising artistic images of models wearing Abercrombie and Fitch clothing. Hence,
controversy in advertising placed fashion brands in the public eye (for better or for worse; whether it
promotes or harms the brands). But, since that period, advertising has become more well behaved
(Lockwood, Martens and McCarthy,

Uniform Lawsuit: The Case Of Abercrombie And Fitch
3.1. Company Overview
Abercrombie & Fitch was founded in 1893. It operates as a specialist retailer of casual apparel. The
company sells products ranging from knit and woven shirts to jeans for men and women. Kidswear
can also be bought at Abercrombie kids. The company targets different consumers from 7 to 22
years old. The company is operated worldwide. As of March 2, 2016, it operates in 754 stores in the
United States; and 178 stores in Canada, Europe, Asia and the Middle East.
3.2. Case Discussion:
During an interview conducted in Apr 2013, Mike Jeffery, from the Chief Executive Office of the
renowned clothing brand was asked a question regarding the fact that A&F (shortened version of
Abercrombie & Fitch) refuses to sell products over a women's size 10. He answered:(Sozzi, 2014)
"In every school, there are the cool and popular kids, ... Show more content on Helpwriting.net ...
It is unethical for Mike to make an such a comment, that is on his standards but it is very
inappropriate for social standard. The reason so, they did not want their products to be worn by the
homeless as Jeffries commented that A&F only go after "the cool kids".
3.2.1. Uniform Lawsuit
In 2002, several A&F employees filed a lawsuit against A&F in regards to the company forcing
employees to purchase and wear the company's clothing at work. In a settlement; A&F agreed to pay
$2.2M to 11,000 workers employed from Jan 1999 to Feb 2002. The settlement stays until today.
Now, Employees at A&F are required to wear clothing that reflects the look of the company.
3.2.2. Asian Boycott
Early 2002, A&F presented printed t–shirt, which many Asian Americans claimed to be racist.
Particularly, the shirt had a cartoon drawing of two Asian men with a statement of "Wong Brothers
Laundry Service. Two Wongs Can Make It White". It led to many Asian Americans refusal to
purchase A&F

Abercrombie And Fitch Vs. Fitch
Abercrombie and Fitch is widely known for placing their stores in high traffic shopping channels
such as popular malls and plazas. A typical consumer would most likely find one of the brand's main
stores, Abercrombie & Fitch or Hollister Co., located in their local malls. Locating the store and
products are not issues for the average consumer, but it is when they step foot into an establishment,
just pass by it, would be where the problems arise. With the brand's peak in the early 2000's, stores
were designed for the trendy target market of the time. Creating a "cool," environment with dim
lighting, extravagant décor and store fronts, upbeat music, and wall displays that would draw in
"worthy," customers. While this may have worked well for luring consumers before the recession,
things have quickly led to a downward spiral after controversies continued to pile against this once
mighty brand. Through the ZMET research method, the consistent negative responses to provocative
models on wall displays and advertisement. Many questioned if Abercrombie & Fitch was trying to
promote their merchandise or solely on who and what is acceptable to the brand. What used to bring
crowds into these stores have backfired due to society becoming more socially conscious and
sensitive. This led to participants informing us that they felt only people who looked a certain way
are allowed to enter and were intimidated instead of feeling welcomed. The environment of all of
the stores under the brand

Abercrombie And Fitch : An American Retailer Essay
Abercrombie & Fitch (A&F), an American retailer that concentrates on upscale casual wear for
young consumers, which was founded in Manhattan, New York City in June 4, 1892 by two young
minds of David T. Abercrombie and Ezra Fitch. Beginning with a rough journey of selling sporting
outfits and excursion goods such as fishing and hunting equipment, A&F had to file bankruptcy in
1977. Soon thereafter, the company was revived after Jake Oshman, owner of Oshman Sporting
Goods, bought A&F in 1978. A&F was relaunched as a mail–retailer company specializing in
hunting wear and novelty items, but was bought by The Limited ten years after its revival. The
gradual shift to focusing on apparels for young consumers began when A&F was a subsidiary of
Limited Brands, and since then, A&F has grown to become one of the largest apparel firms in the
United States. In 1998, A&F launched Abercrombie Kids, targeting consumers from age 7–14,
which further increases its revenue. In 1999 to early 2000s, A&F's sales skyrocketed as it hit its
zenith, by portraying A&F clothing as the "coolest thing" through billboard–winning song that
compliments A&F in the lyrics, as well as other advertisements. Furthermore, A&F launched a
subsidiary called Hollister to tackle similar age group of target audience but with lower income.
This expansion to dominate the market of teenagers through consideration of other demographic
factor, namely income, was exceptional for A&F's revenue. Presently, A&F focused on

Abercrombie And Fitch Essay
Since ten years, Abercrombie & Fitch has become one of the most popular brands in the world and
solicited especially among adolescent, became a phenomenon, the brand is a symbol of success in
the field of ready–to wear for his competitors. 100% of teens say they know this brand primarily
targeting young people 15 to 25 years.
David Abercrombie and Ezra Fitch become associates for founded in 1892 the brand. The company
has evolved from the sale of outdoor sports equipment to sale clothing for young people
"fashionable". In 60–70 years, the company has many financial problems. The group was bought in
1988 by The Limited but keeps the name Abercrombie & Fitch.
Abercrombie & Fitch sells casual clothes, but of a superior quality at fairly high ... Show more
Strategy of Abercrombie & Fitch is to sold his close at a premium price, the sweater costing an
average of 100 euro. For over ten years, the company has also kept the same layout or his logo but
also it 's colors, black and white. Surprisingly, despite that prices be raised, many customers are
young at A & F 's. The direct competitor of Abercrombie & Fitch are brands such as Forever 21,
GAP, Aeropostale, American Eagle. The competitor uses affordable prices to attract teenagers to
buy. These marks often resume the same style as Abercrombie and Fitch and his sales's concept
(music,smell...).
Abercrombie and Fitch is a brand known in the worldwide and has a very recognizable style. The
company has been popularized by many celebrities and many students in the world, but also by a
strong smell of cologne in the store and on clothing. But more recently by the presence of model
place to the enter naked torso.
Abercrombie and Fitch has 500 stores in the worldwide, mostly in the United States but also in
Canada, Europe, Asia and Africa. The Company manages 80,000 employees around the world and
made USD 4.11 billion of revenue in 2013.
Explanation of PEST:
PEST analysis is used to evaluate how the long term performance of a business can be affected by
four key external factors (Political, Economic, Social and Technological)
Political factors may include tax policies, fiscal

Essay on Business Analysis: Abercrombie and Fitch
Being an upscale industry, Abercrombie and Fitch would appear to be a successful corporation.
Although the company was once successful for a number of years, it's apparent that there has been a
significant decline in its overall appeal and how much revenue the company acquires each year.
With just over 1,000 retail stores in the U.S., Canada, and Europe, Abercrombie and Fitch has
thrived to be one of the most avid corporate extensions. While the company may be seeing the start
to its decline, past years are proof that Abercrombie and Fitch have made a good name for
themselves. How does the industry operate one might ask? There are many sides to the coin when it
comes to determining how this company functions, but let's start with its ... Show more content on
Helpwriting.net ...
There are four divisions under Abercrombie and Fitch: AbercrombieKids (for younger kids),
Hollister (for teenagers), Gilly Hicks (loungewear for women) and RUEHL. These are considered
"divisions" because unlike subsidiaries they do not operate on their own, but just act as branches
under the demand of the main industry. Although the industry operates all year round, Abercrombie
and Fitch has two main seasons in which they bring in the highest percentage of sales; fall and
spring. One of the industries main weaknesses is the fact that they have a low industry ratio.
Furthermore, one of their issues in past years was being geographically impotent in their retail
locations, but as mentioned before, this issue is declining due to the fact that more locations are
being opened worldwide. In effort to bring in consumers, Abercrombie and Fitch uses indirect
strategies to attract and persuade its customers. Large wall photos, uplifting techno songs, and
dimmed lighting make for a relaxing ambiance to draw in its buyers. Apart from its in–store
attractions, Abercrombie and Fitch use commercial advertising, e–posts, and online music to bring
in its consumers. With all of these unique strategies, the Abercrombie and Fitch industry has been
proven successful for over 100 years. The outlook for growth is risky considering this company is
very volatile, but if corrections are made to better the industry (i.e. expand

Case Statement: Case Development: Abercrombie And Fitch
Case Development
Abercrombie & Fitch
Abercrombie & Fitch (F&A) is an American specialty retailer of upscale casual apparel. It was
founded by David T. Abercrombie and Ezra H. Fitch in New York City in year 1892. In year 2002, it
moves to the new headquarters in New Albany, Ohio. (Advameg Inc., 2017) It holds three unique
lifestyle brands which are Abercrombie & Fitch, Abercrombie Kids, and Hollister Co. It engages in
the retailing of casual sportswear apparel, graphic t–shirts, jeans and woven pants, shorts, sweaters
and outerwear, personal care products, and accessories ("Abercrombie & Fitch Co, ANF: NYQ
profile – FT.com," 2016)Youth market is targeted, but men and women of all ages like it due to its
portrayal of youth. (Bhasin, 2016)In order ... Show more content on Helpwriting.net ...
Abercrombie & Fitch filed by nine young adults of color who accused that Abercrombie
discriminates against African–American, Latino and Asian American applicants and employees.
They alleged Abercrombie refused to hire qualified minority applicants to work on the sales floor
while discouraging applications from minority candidates. The minority applicants only had given
the chance to get low–visibility, back–of–the–store jobs, stocking and cleaning up. The purpose of
suit is asked the court order Abercrombie & Fitch to stop its discriminatory policies and practices,
award the plaintiffs and class members back pay and monetary damages. (NAACP Legal Defense
and Educational Fund, Inc., 2003)The result of this suit is that A&F had to pay $40 million for
rejected applicants and employees who had sued the company for racial discrimination.
Furthermore, the settlement requires Abercrombie to increase diversity in hiring and promotions, as
well as advertisements and catalogs, stop specializing in predominantly white fraternities and
sororities in its recruitment. (Greenhouse,

Abercrombie & Fitch
Abercrombie & Fitch Sadarya McArthur Strayer University I. Identify and describe the greatest
environmental threats that have immediate implications for A&F. A. Lack of Variety A&F was
known for its lack of variety. They were known for hiring males and females with a certain kind of
style. You had to look a certain way to be an employee and most of all you had to be attractive.
Females had to wear makeup to enhance their features and males had to be clean shaven with no
mustache or any facial hairs. They were sent to only white fraternities and sororities to recruit them
for work. They only displayed posters of attractive white models. This was a threat to the companies
reputation. B. ... Show more content on Helpwriting.net ...
. B. Store Format A&F was able to successfully implement an exciting store format. According to
marketing expert, Pam Danziger, "Shoppers are rejecting the old concept of 'hunting and gathering'
shopping in favor of a more involved, interesting, dynamic retail experience." Each A&E store was
designed according to one of several specific models created at company headquarters. Hollister
stores were designed to look like beach houses with faux porches and house style layouts.
Surfboards leaned against the store walls. Fans blew to mimic the breeze as if you were really on the
beach. Shoppers could sit in chairs and read different kinds of magazines. Ruehl stores imitated the
architecture of Greenwich Village with red brick facades, iron fences, flowerboxes, and small
windows. They looked like brownstones. Customers really enjoyed this new look of all A&F stores.
People would just stop by to see the new look in the stores which in turn boost sales because they
spent money once they were in the store. C. Target Market A&F had an enviable target market. It
catered to teenagers, whose population in the United States was expanding. In 2003, 32 million
teens lived in the United Stated. This number was expected to rise to 35 million by 2010. Teens
spent approximately $170 billion on goods and services in 2002, with one–third going to apparel.
Teen retailing was

Case Study : Abercrombie And Fitch
Abercrombie & Fitch has become a well–known clothing store in many household homes in the last
decade whether it's from their various scandals or their over–sex ads, everyone is familiar with this
clothing brand. However, Abercrombie was not always the teen clothing store, when it first opened
in June of 1892, it targeted hunters and fishermen by selling hunting and fishing equipment and was
originally called David T. Abercrombie Co. By 1904, the company officially got its name of
Abercrombie & Fitch when a portion was bought by the high profile lawyer, Ezra Fitch. This
company was once the "greatest sporting goods store in the world," (source) bringing in customers
such as Teddy Roosevelt. Despite its success, the company filed for ... Show more content on
Helpwriting.net ...
It is important to note that although A&F owns separate other companies including Hollister and
RUEHL, this research will only pertain to the effects this incident had on Abercrombie & Fitch.
However, the question arises as to whether A&F's decline in the past years can be traced back to a
single event, the controversial statement, or whether it has been more of a continual process in
which the demand for their product naturally decreased due to changing fashion trends. Although
Abercrombie & Fitch had it's peak years in the late 90s after the release of a hit song, Summer girls,
which featured their brand, 2007 will be the starting year to reference to during the change and years
after the change. In order to determine the equilibrium quantity and price of Abercrombie & Fitch
during 2007, I used data covered in the annual report for A&F. In 2007, Abercrombie & Fitch had a
net sale of about $1,638,929,000. The average unit of retail sold for $34.43 and from there I was
able to calculate the quantity sold to be 47,601,771. This means that if in 2007 the company had
supplied only this number of products for a $34.43 price, the market would be at equilibrium. This
had seen a 0% increase in the net sales from 2006. It is important to note that after 2007 began a
recession from about 2008–2009. Therefore, I chose 2007 despite it being more than 5 years before
2013 since 2008 would not have accurately show the decrease in sales due to the

Case Study For Abercrombie And Fitch
1.3 7–S model for Abercrombie and Fitch.
This model was developed by Tom Peters, Robert Waterman and Julien Philips with a help from
Richard Pascale and Anthony G. Athos in 80s and even now haven't lost its relevance as
management planning tool. Model presents 7 key elements of the company such as: Structure,
Strategy, Skills, Staff, Style, Systems, and Shared Values. The main point of the model is that all the
seven areas are interconnected and a change in one area requires change in the rest of a firm for it to
function effectively.
As we may see above all elements are connected in the particular way: Strategy, Systems and
Structure together are called "Hard Ss" the rest – "Soft Ss".
The model can be applied to many situations but, mostly such framework is used in order to:
To facilitate organizational change.
To help implement new strategy.
To identify how each area may change in a future.
To facilitate the merger of organizations.
We used this approach in order to determine previous position of the company and evaluate that
kind of changes have already been implemented by new board of directors. ... Show more content on
Helpwriting.net ...
The point is that A&F is under the pressure and hard critic from older generation (parents) because
the main target market of A&F is t–agers or college kids, it is providing or promoting sex and
sexuality of models who works there rather than promoting the clothes and brand. Nevertheless,
know A&F is in the right way. Now Abercrombie & Fitch will end by July its "sexualized
marketing," after years of blanketing its web sites, store windows and shopping bags with photos of
half–naked men, according to the Washington Post

Essay on Abercrombie and Fitch, Strategic Managment
Table of Contents
INTRODUCTION 3
ABERCROMBIE AND FITCH 4
Pest Analysis of A&F 4
1. Political Factors 4
2. Economic Factors 5
3. Sociological Factors 5
4. Technological Factors 6
Michael Porter's Five Force Framework 6
1. Threat of New Entrants 6
2. Substitutes 7
3. Threat of Bargain Power of Supplier 7
4. Bargain Power of Buyers 7
5. Rivalry 8
SWOT Analysis A&F 8
CONCLUSION 9
REFERENCES 10
INTRODUCTION
Every business in the world has to look for different strategies that will help it to improve and raise
more profits. This has become in the ultimate goal in any organisation and it only becomes a reality
if the best technique and methods are used. For this, there are some analyses that at the same time
need to be ... Show more content on Helpwriting.net ...
In here, it is fundamental to see what is happening in the social part of the market in which the firm
is operating, or when it is a new business or a new project, the market in which it is desired to enter.
Moreover, there are such things like the cultural norms, expectations and behaviours, population,
age, etc (CIPD, 2010). Abercrombie and Fitch has always pronounce that one of the most important
things in its marketing is diversity. They try to include every type of people in their teams for
example. In its webpage (Abercrombie and Fitch, 2010) people can find this data:
In–store workforce, as a whole is 50.22% people of colour
In–store models are 48.44% people of colour

In–store managers–in–training are 41.04% people of colour
Technological Factors
This is one of the clues to gain competitive advantage in any industry (Porter, 1998). According to
this, any change in technology that can have an impact in the way things are done, can be a
significant improvement. This will lead to better products and services (CIPD, 2010). Abercrombie
and Fitch has taken advantage of the internet to offer different services to its customers. All
catalogues can be found there, and all the locations of their stores as well. For its staff, recently was
created a webpage for them to

Abercrombie And Fitch 's High Quality Merchandise
Abercrombie & Fitch
ANF
Abercrombie & Fitch is an American company founded in 1892 and is known for its high quality
merchandise. Abercrombie & Fitch (ANF) has developed from a sporting goods store that sold guns,
fishing rods, and other outdoor activity goods to a top performer in the retail industry. ANF
continues to assess their financial situation and their marketing position as the firm continues to
struggle to expand its brand with a high price margin. The company is a successful retail brand in
America; however, it faces challenges to expand its growth domestically and internationally, and
issues with brand expansion.
The company portfolio consists of four chains that generate revenue from clothing and fragrance
sales through ... Show more content on Helpwriting.net ...
With a strong economy, clothing firms expect an increase in demand, as there are no substitutes.
However, in a downfall economy and a price increase by one firm, will driver consumers to a
cheaper firm. ANF has a market share of 3.3% in the retail apparel market and thus, isn't a major
player. Typically in this market, if a firm wants to grow, it must take away market share from its
competitors, therefore, branding is a major driver for revenue.
Due to high level of competition and a steady trend in growth, the specialty apparel industry
experiences same sales growth due to the shift in consumer preference if a firm increases prices. The
Abercrombie & Fitch has few strengths compared to competitors. ANF has a strong brand
recognition, which gives it advantage in barriers to entry against new rivals trying to create an image
for themselves. Its international growth, over 1000 stores globally, have helped increase revenue for
the firm. However, the competitive market leaves little room for increasing price margins. For
example, it is understandable for a customer to leave an ANF store and walk into a competitor store
and buy apparel at a cheaper price. As competition grows, companies must spend more money in
marketing to expand market share. ANF has seen tremendous growth, especially in 2005. The
industry has seen a growth of 26% in 2005, however, a 2% increase the following year. The strong
performance in 2005 has given

Abercrombie And Fitch : Swot Analysis
INTRODUCTION
Abercrombie and Fitch is a well known retailer of casual clothing with over 300 stores in America
and 170 stores worldwide. It was founded in 1982 by David T Abercrombie and Ezra H Fitch. After
being owned by the fashion firm 'The Limited' in 1999, the brand went public on the New York
Stock exchange.
Currently, Abercrombie and Fitch sells jeans, graphic t shirts, shorts, knit and woven shirts,
outerwear etc under the brand names of Abercrombie and Fitch, Abercrombie kids and Hollister.
The main competitors of the brand include 'Aeropostale', 'American Eagle outfitters 77 kids 'and The
Gap Inc. According to a survey by the 'Teenage Research Unlimited', Abercrombie and Fitch was
regarded as the 6th coolest brand by the American kids (Perman/Reynoldsburg, 2000).
Following are the SWOT and PEST analysis of Abercrombie and Fitch.
SWOT ANALYSIS
Strengths:
A great digital experience makes of breaks the firm as reflected by the Forrester Research (Sparrow,
2014). Thus a great strength of Abercrombie and Fitch is being a direct to customer business,
operating through 22 websites in 10 different languages, shipping to 120 different countries. In
2014, the direct to customer operations represented 22% of the total net revenue (ANF annual
report, 2014).
At the end of 2014, the company operated through 969 retail stores worldwide (Appendix A),
increasing global recognition and future growth prospects (ANF annual report, 2014).
Abercrombie and Fitch products

Abercrombie And Fitch And The Great Depression
Nevertheless, the Great Depression was not all bad. In 1938 Abercrombie and Fitch founded golf
and shooting school in the store. In 1939, Abercrombie and Fitch was calling itself "The Greatest
Sporting Goods Store in the World." It bragged the world's biggest and most profitable accumulation
of guns and the vastest combination of angling flies reachable anyplace (15,000 on the whole) to go
with its variety of bars, reels, and other fishing supplies tackle. Riders, canine fanciers, skiers, and
bowmen all discovered each possible sort of rigging. Firearms and outdoors and angling gear
represented 30 percent of the New York store's business volume in 1938. Offers of garments, shoes,
and decorations represented 45 percent. Stock close by was esteemed

Analysis Report
Abercrombie & Fitch
ANALYSIS REPORT
Fundamentals Of Retail Design
Group 03
Erik, Herr | I–Chu, Liao | Karan, Shah
Kuan–Ling, Tseng | Chen–Hua, Wang
ABSTRACT
This report intends to analyze the unique brand values, the distinct marketing strategies and the
compelling competitive dynamics of Abercrombie & Fitch (A&F), the noted American retailer of
casual luxury wear. The purpose of this analysis being to understand the context and motives that
drive brand A&F; to draw insights from it's past and current strategies and use these to launch a,
new sneaker offer' within it's existing product ensemble.
For doing this, we've researched the story of the brand; it's original and potential target market, it's
financial ... Show more content on Helpwriting.net ...
– 11.79),
A&F's P/E ratio is staggeringly higher. This is a strong sign that A&F is well positioned to thrive in
the current environment. TARGET MARKET
There are some major variables that might be used in segmenting consumer markets. Here, we look
at the major geographic, demographic, psychographic, and behavioral variables. Below, you can see
the target market of A&F.
Geographic: U.S.A, Canada, England, Spain,
Denmark, Italy, Germany, France, Hong Kong,
Singapore, Japan
Demographic: Age 15–28
Psychographic:
Personality – Extrovert, Stylish
Social class – Upper middles, Lower uppers,
Upper uppers
Behavioral:
Benefits – Show–off, being popular, being sexier
Attitude toward product – Positive, sexual attractive,
American lifestyle
Not many companies use mass marketing these days.

Instead, they practice target marketing by identifying market segments, selecting one or more of
them, and developing products and marketing mixes tailored for each. A&F is a successful brand
that targets the
A&F, Analysis Report
young generation market precisely.
Based on our survey, A&F has achieved phenomenal success by portraying a brand image that
comprises a series of very attractive imagery. Teenagers see a lot of this imagery through
advertisements; however, what influences them most is their peers (Goodman &
Dretzin, 1999). They are also known to buy into advertising/brand promises of what products may

Judging Abercombie & Fitch for Their Hiring Practices Essay
Looks and first impressions are key points for many things in our lifes. Now a days people are deep
into fashion and everything is about looking presentable and well. This has made clothing
companies compete even more day by day and do everything in their power to attract more people.
To bring more people to the bussiness and sell as much as they can they have been using a method
of prioritizing and aiming to certain group of poeple to sell to. This has lead companies such as
Abercombie & Fitch to be seen as a store with a high profile of racism and discrimination. Aiming
to a natural classic amarican style and to hiring only certain type of people has caused them to be
sued multiple times. Abercombie & Fitch is a private company and there ... Show more content on
Helpwriting.net ...
According to the constitution the company discriminates and excludes a group of people but at the
same time this is a private company and it should be their choice who they hire or not. In my
personal opinion Abercombie & Fitch should not be judged or sued. Companies across the world do
exactly the same thing. I mean, I live in Los Angeles where montly the population is mexican. Some
mexicans like dressing up with boots and big belts, they have a certain look which now people call
"Paisa Look". When I go to the mall there are many "paisa" stores where the people who work there
obviously look mexican and dress up with the look they sell. When I say mexican looking, I mean
dark skined, mustache, the boots, the belts, the Ed Hardy things, the hats and of course their music.
This exact same thing happens in Abercombie & Fitch. The only difference is that caucasians are not
the minority in this country. I find very hypocritical the fact that people judge Abercombie, Hollister,
Express and other stores in that range for who they hire. This is a duble standard and very unfair
way of looking at things. In the article "Going for the look, but risking discrimination" by Steven
Greenhouse; Tom Lenox, Abercombie's communicatons director said: "Brand representatives are
embassadors to the brand. We want to hire brand representatives that will represent the abercombie
& Fitch

Essay on Abercrombie & Fitch Case Study
Abercrombie & Fitch Case Study
Abercrombie & Fitch is one of the leading clothing companies in the world. They manufacture
and sell apparel that target the 18–24 year old demographic who represent the "All–American
Look." Many people argue about the definition of what is "All–American," since the United
States continues to evolve and include many different cultures and races. Abercrombie & Fitch
has been successful for over 100 years, but recently has come under constant scrutiny about its
hiring practices.
Company Overview
Abercrombie & Co. was founded by David Abercrombie on June 4, 1892. In 1900, Ezra Fitch
joined the company and it then became known as Abercrombie & Fitch. Since the very ... Show
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What did the company do to change its policies? Did they change
their definition of "All–American?" Do they still enforce the new diversity policies in their stores
today? Abercrombie & Fitch continues to operate and successfully sell their apparel in the
United States and around the world.
Situation Overview
In June 2003, Eduardo Gonzalez, along with several other African American, Hispanic, and
Asian former Abercrombie & Fitch employees, filed a class action lawsuit against the company
for racial discrimination. The former "brand representatives" felt that the company assigned

them specific tasks and areas to work in based on their ethnicity.
The lawsuit, Gonzalez v. Abercrombie & Fitch was originally filed in U.S. District Court in San
Francisco in June 2003 by the Mexican American Legal Defense and Educational Fund
(MALDEF), the NAACP Legal Defense and Educational Fund, Asian Pacific American Legal
Center and the law firm of Lieff, Cabraser, Heimann, & Bernstein, LLP. The suit was
consolidated with other cases charging employment discrimination against women and
minorities filed by the Equal Employment Opportunity Commission (EEOC), the law firm of
Minami, Lew, & Tamaki, LLP., and the law firm of Kohn, Swift & Graf, P.C.
Even with overwhelming evidence being present and several employees coming forward to attest
to

As the current face of preppy America, widely known for its obsession with beautiful people,
Abercrombie and Fitch is a long way from its roots as an elite retailer of sporting and excursion
goods, aimed at adult shoppers at the time of it's founding in 1892. Abercrombie and Fitch has
experienced significant growth through sell of premium priced apparel and accessories to the 30 and
under demographic through its independent brands. An assessment of the company's strategies, key
opportunities and threats as well as industry strategies and competitive dynamics shows a company
that is poised to be a long–term leader both in the US and international retailing. Abercrombie and
Fitch, headquartered in New Albany, Ohio, operates ... Show more content on Helpwriting.net ...
International growth is however very costly and the company might be unable to successfully open
and operate all its new stores. Other issues that could affect international growth include fluctuation
in exchange rates and reliance of international suppliers. Until recently, Abercrombie and Fitch's
business model was not focused on customer satisfaction, but on exclusivity, a sultry attitude and a
cooler than thou ambiance giving it a very strong brand presence (Kang, 2005). Abercrombie and
Fitch employs a focus differentiation strategy with a very specific target demographic. Their
products very highly priced in comparison to their competitors. Abercrombie and Fitch walks the
casual and luxury line enabling it to charge high prices. The target demographic is attracted to strong
brands, fashion and value. With the recent improvement in customer satisfaction, the brand should
continue to realize greater revenue than its direct competitors. Trying to stand out in the apparel
industry can be very difficult but Abercrombie, famous for bare chested models and racy marketing
photography, has managed to differentiate itself from its competitors through its marketing
campaign (Marketing at Abercrombie and Fitch, 2012). They have a minimalist approach to
marketing with a less is more strategy as can be seen through the way their models dress and also
lack to a TV presence. Because

Abercrombie and Fitch and the Moral Degradation of...
Abercrombie and Fitch and the Moral Degradation of America
This past month I made my last visit to the popular teenage/college student retail store Abercrombie
and Fitch. Finishing up some back to school shopping, I was on a quest for jeans, and I knew the
place to get them. My last two favorite pairs were from Abercrombie and Fitch, and I was planning
on buying the same kind once again. Happy and relieved that I would not spend the afternoon
ransacking the mall for one pair of jeans, I entered the store to the pulsating beat of techno dance
music. In front of me was the teenage Mecca of what is truly hip –– the first thing I noticed were the
life–size pictured that covered the walls –– half–clad muscular and glistening young ... Show more
Overwhelmed by the stimuli, I set out to find the jeans I wanted as quickly as possible. Searching
through pile and rack, I found "Wide leg tomboy", "Tomboy flare", and "Bootcut tomboy", but none
of the plain "Tomboy" I has previously owned. Disappointed and a little disgusted, I left the store
empty handed. It was not so much that I had failed to find my jeans that upset me, but rather the
realization that this store had somehow reached a point where it was controlling the minds of my
fellow young shoppers. The store I had just left seemed to be advertising more than "Tomboy flares"
and wool V–neck sweaters –– the music, the pictures on the wall, the salespeople –– they all set the
level of what is cool just a little bit higher, while the customers mindlessly followed.
Then next week I was reading the Star Tribune newspaper when I came across and editorial written
about Abercrombie and Fitch. The author was disgusted with the store because of its blatant
promotion of college–age drinking. The issue came up in one of A&F's quarterly "magazines".
Instead of sending out free catalogs of their merchandise to customers, A&F sells a retail
"magazine" which they distribute four times a year for the small fee of five dollars per issue. The
magazine is filled with pictures similar to the life–size ones which cover the store walls –– tan,
beautiful and

The Myth Of Abercrombie And Fitch

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The Myth Of Abercrombie And Fitch