Due on December 7th 2010
Pages of written text: 5
Table of Content
• 1.1 Introduction
• 2.1 Marketing Strategy
• 2.2 Europe
• 2.3 Abercrombie and Fitch in Japan
• 2.3 Problem statement 1
• 3.1 Store layout and employee style
• 3.2 Problem statement 2
• 4.1 Pricing Strategy
• 4.2 Problem Statement 3
• 5.1 Bibliography
Abercrombie and Fitch is a fashion company that primarily target young people. They are known for having an all-American style; country, sporty and fashionable. What Abercrombie and Fitch is perhaps even more known for is the unique set-up in every single store. The stores are dark, with spotlights on the clothes, very loud popular music is playing, their own perfume runs through the venting system and are sprayed onto the clothes, and the employees are casted to match the look of the all-American image. The store was founded by David T. Abercrombie the 4th of June in 1892, as a small shop in Manhattan NY. A regular customer lawyer Ezra Fitch, acquired an interest in the company, and moved it to a larger area on Broadway. Fitch implemented his own ideas of how to run the company, and his name was added to the company name. David T. Abercrombie and Ezra Fitch could not agree on how to run the company, which resulted in Ezra Fitch buying up the entire firm. Today the fashion store has 1035 stores in America, Canada, Japan, Italy, England, and the newest one recently opened on Købmagergade in Copenhagen, on November 4th 2010.
2.1 Marketing strategy
The way Abercrombie and Fitch is being marketed is that it is an upscale lifestyle concept brand directed towards teenagers and young adults. They have an idea of how the concept of Abercrombie and Fitch clothing should be perceived and are not prepared to commit to any changes when it comes to marketing new stores in new countries, and in America they so far haven’t been forced to. The concept of using shirt-less male models and employees to promote the store outside of the entrance as well as show jeans on males without shirts on in campaigns, has been a successful strategy in America, and little or no attention has been paid to all controversy directed towards their quite daring promotions. For every article criticizing their brand, the curiosity of potential customers increases, because it fits the Abercrombie and Fitch slogan of “Naughty or Nice”. In order to maintain the fierce marketing of the all-American look that they promote with a vast majority of Caucasian models, there has been controversy in the form of discrimination charges against the company, where applicants of Latin, African-American and Asian descent have had their applications rejected because they do not fulfil the requirements. Abercrombie and Fitch believe that the concept that has been so successful in the United States will work just as well in other parts of the world, and do not want to change the type of models they are using. This has led to a number of goals decided in a settlement agreement, stating that they have to show diversity among employees, as well as report progress towards promotions for hiring members of minority groups.
In Europe, Abercrombie and Fitch has had a successful start to their expansion, and even though they run the same promotions as in America with Caucasian models, it is effective because it is an ideal that Europeans can relate to. They want to create an American feel to the store, and do this by having the employees greet customers in English. In Denmark, this might not cause much harm, since Danes are generally well versed in English. But how effective has this marketing strategy been in parts of the world were the American culture does not have as big an influence as it does in Europe and Scandinavia in...
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