Abercrombie & Fitch brand analysis

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Abercrombie & Fitch brand analysis

  1. 1. <ul><li>Nessa Nguyen </li></ul><ul><li>Abercrombie & Fitch </li></ul>
  2. 2. The company <ul><li>Retailer of high-end casual clothing </li></ul><ul><li>Based in New Albany, Ohio </li></ul><ul><li>Annual sales $3 billion </li></ul><ul><li>800 domestic stores, 200 int'l </li></ul><ul><li>President & CEO Mike Jeffries </li></ul>
  3. 3. History <ul><li>1892, David Abercrombie, NYC </li></ul><ul><li>Sold camping, hunting equipments to professionals </li></ul><ul><li>1904, Ezra Fitch became partner </li></ul><ul><li>1907, Abercrombie resigned, Fitch expanded business </li></ul>
  4. 4. History <ul><li>1913, sold men's & women's clothes </li></ul><ul><li>1917, largest sporting goods store worldwide </li></ul><ul><li>1928, Fitch retired </li></ul><ul><li>1960s bankrupt, Oshman's Sporting Goods </li></ul><ul><li>1988, The Limited </li></ul><ul><li>1998, independent </li></ul><ul><li>1992, CEO Mike Jeffries </li></ul>
  5. 5. Brands <ul><li>Abercrombie & Fitch </li></ul><ul><li>abercrombie kids </li></ul><ul><li>Gilly Hicks </li></ul><ul><li>Hollister </li></ul>
  6. 6. Trademark <ul><li>“ We are committed to providing comfortable and long lasting clothes that look good.” </li></ul>
  7. 7. Brand attributes <ul><li>Lifestyle brand: all-American, wholesome, cool, idealized college lifestyle, provocative </li></ul><ul><li>Target women & children </li></ul><ul><li>E-commerce </li></ul><ul><li>Competition </li></ul>
  8. 8. Marketing & Criticism <ul><li>Heavy in-store advertising </li></ul><ul><li>“ Christmas Field Guide” </li></ul><ul><li>Inappropriate products </li></ul><ul><li>Discrimination lawsuits </li></ul>
  9. 9. Conclusion <ul><li>Highly successful, profitable; market penetration </li></ul><ul><li>Ethics: oversexualization, unrealistic body image </li></ul>

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