Abercrombie and Fitch Case Study

Topics: Abercrombie & Fitch, Brand, Brand management Pages: 4 (1459 words) Published: May 2, 2012
Abercrombie and Fitch Case Analysis
April 11, 2012
Elizabeth Payne

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.

            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 system that expertly managed transactions, communicated with vendors and streamlined its supply chain operations to fulfill assortments across more than 1,000 stores,” (Amato-McCoy, 2011, para 3). The brand mainly produces casual apparel; anything from jeans to tee-shirts, summer dresses, and flip flops. They are iconic to the American young adult population around the globe. A&F is primarily found in the USA but has ventured into other global markets. The company has been praised and criticized for their marketing approach and brand style. Environmental Threats

           A&F faces environmental threats based on the nature of their business. They are in the business of selling and marketing clothes to young adults. Other well-known apparel chains are direct competition for A&F. Often the same styles can be found in all the stores. Stores like American Eagle Outfitters, Buckle, and Sun Pac can sell similar items at competitive prices. It creates a challenge for A&F to keep consumer loyalty and keep up with the evolution of young adult clothing trends.             A way that A&F has kept their edge is through the use of young models in often, consumer perceived, suggestive ads. Lawsuits have been...
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