Abercrombie & Fitch

Abercrombie & Fitch Co. Company analysis

Agenda     

Company Overview Business Description History Industry and competitors Unique Sales strategy

Company Overview  

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Specialty retailer that sales casual apparel Operates under 5 brands: Abercrombie & Fitch, AbercrombieKids, Hollister and RUEHL and Gilly Hicks: Sydney brands. The company operates in the US, Canada, UK. Operates 1039 stores worldwide (February 2008) 80,100 employees

 What

Abercrombie and Fitch brands are you familiar with?

Abercrombie     

Established July 1998 7-14-year-old age group 170 stores in US “Classic cool” theme Logo Moose

Hollister Co.     

Established July 2000 14-18-year-old schoolers 455 stores in US and Canada Theme “SoCal” Logo Seagull

Abercrombie & Fitch     

Established June 1892 Targets 18-22 year-old age group 357 stores Theme “Casual Luxury” Logo Moose

The RUEHL    

Established September 2004 Targets 22-35 year adults Operates 22 stores Logo French Bulldog

Gilly Hicks: Sydney     

Established January 2008 Operates 5 stores Targets 18 and up Logo Koala Theme Australia

History     

David T. Abercrombie established Abercrombie Co. on June 1892 In 1904 wealthy Ezra Fitch became a co-owner In 1909 issued and mailed 50,000 copies of 456page catalog In 1917 A&F became the largest retailer in NYC that sold sportswear In 2006 A&F opened its first store in Canada, In 2007 first store in UK

Industry and Competitors      

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Retail Industry (Special Lines) 40,000 companies operate 90,000 stores Summarized annual revenue $130 billion Dominance of large companies Slowdown in spending on clothing Labor-intensive industry, high demand for qualified and skilled sales reps Two main sales seasons- fall (main for A&F) and spring

 What

are Abercrombie and Fitch main competitors?

Industry and Competitors     

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Gap, Inc., The Target Corporation Gap, Inc., The Limited Brands American Eagle Outfitters, Inc. Benetton Group SpA

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  

Tommy Hilfiger Corporation Urban Outfitters, Inc. Wet Seal, Inc, The Aeropostale, Inc.

Competition Abercrombie & Fitch

American Eagle The Gap

Established

1892

1904

1969

Revenue (billion USD)

6.91

2.8

16

Number of stores

1039

697

3139

Employees

80,100

20,600

150,000

Scope of operation

US, Canada, UK

US

More than 19 countries

Unique Sales Strategy: IMC 

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High integration of Marketing efforts Recruits high energy “brand reps” largely from college campuses who dress in A&F Issues subscription catalog – A&F Quarterly (350,000 Americans has subscribed) Issues “magalogs”

Unique Sales Strategy 

Emphasis on high level of service, quality, brand image

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Targets Generation Y

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Positioning strategy involves the use of overt sexuality advertising appeal



http://www.youtube.com/watch?v=9dqEcKcadUE&NR=1

Unique Sales Strategy: Store Layout   

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comfortable armchairs designed Large photos on the walls extremely loud, energizing trance and dance songs dimmed light unique A&F’s scent in the store

Unique Sales Strategy: Web site 

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Allows to download music, e-post cards Provide useful information, FAQ Shop online Watch Abercrombie TV Create ANFMail accounts