A&f

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Abercrombie & Fitch

Brief History  Founded by David T. Abercrombie in 1892  Started as sporting and excursion goods store Abercrombie Co.

 Ezra Fitch joined in 1900 to form Abercrombie & Fitch Co.  Acquired by The Limited in 1988

Abercrombie Today  Encompasses 5 stores: Abercrombie & Fitch, abercrombie kids, Hollister Co., RUEHL No. 925, and Gilly Hicks  Locations in: USA, Canada, UK  Plans to expand to: Europe and Japan

Organizational Culture

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 Organizational culture is the shared social knowledge within an organization regarding the rules, norms, and values that shape the attitudes and behaviors of its employees.

The Three Components of Organizational Culture §

Observable Artifacts: the manifestations of an organization’s culture that employees can easily see or talk about.

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Espoused Values: the beliefs, philosophies, and norms that a company explicitly states.

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Basic Underlying Assumptions: taken-forgranted beliefs and philosophies that are so ingrained that employees simply act on them rather than questioning the validity of their behavior in a given situation.

Observable Artifacts  (Fake) Stuffed Moose head in each store  Reminder of humble beginnings QuickTimeª and a TIFF (Uncompressed) decompressor are needed to see this picture.

 Logo  Moose silhouette

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Observable Artifacts  Stores  Electro dance music  80 to 90 decibels  “Sprits” display mannequins  Dim lighting  Spotlighting  Greeters/Models  Employees must wear Abercrombie clothing  New policy: ok if no logo and is white/blue/grey

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Espoused Values  Mission Statement  “We are committed to providing comfortable  and long lasting clothes that look good”

 They do this by, “the finest cashmere, pima  cottons, and highest quality leather to create  the ultimate in casual, body conscious  clothing”

Basic Underlying Assumptions  The brand was most represented by young, in-shape, good looking white people  Gonzalez v. Abercrombie & Fitch in 2004

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 Now A&F has become an equal  opportunity employer, uses more  minorities in its advertising  campaigns, appointed a Vice  President of diversity, hired 25  recruiters to seek minority employees,  and discontinued the practice of  recruiting employees at primarily  white fraternities and sororities

Thank you The End