Abercrombie and Fitch Swot Analysis

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Abercrombie and Fitch – SWOT ANALYSIS BY VIDHI SHETH (FD4.1)
Abercrombie Fitch (ANF) is a US-based chain retailer of casual apparel and accessories. The company's trademark brands include Abercrombie & Fitch, Abercrombie, Hollister, and RUEHL. Abercrombie & Fitch Co. sells its products at primarily mall-based retail locations, as well as through online stores and catalogues. Abercrombie & Fitch prides itself in being the most successful specialty retailer in operation today. Their casual, classic, all-American lifestyle brand of clothing is synonymous with quality. Abercrombie & Fitch does not franchise its stores. We believe strongly that the only way to provide the genuine Abercrombie & Fitch experience is to do it ourselves. Abercrombie & Fitch guarantees all of its products for fit, feel and quality.

Strengths
* Solid financial position
* Good quality clothing
* Good looking employees, attracts crowds
* Loyal customer base, A&F Juniors generally graduate to A&F * Effective marketing strategy, targeting a niche brand of trendy prep school students * Strong market position, early mover advantage

* Good reputation - brand recognized internationally
 
Weaknesses
* Controversial marketing strategy--pictures are too provocative, some people have objections * High cost structure
* Over priced product
* Limited customer base, too narrowly focused
* Stores are over crowded
* Poor lighting in stores
* Reached market potential in the USA
* Young consumers, spending power is debatable
* Same store sales, do not franchise or open in department stores

Opportunities

* Online-commerce business has recently been launched and has wide potential * Create discount stores
* Emerging markets growth for new customer types
* Expand product/service lines
* Expand internationally outside US/Europe core
* Expand limited store...
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