Analysis Report - Abercrombie & Fitch

Topics: Brand, Abercrombie & Fitch, Target market Pages: 15 (3199 words) Published: October 9, 2012
Abercrombie & Fitch
Fundamentals Of Retail Design
Group 03

Erik, Herr | I-Chu, Liao | Karan, Shah
Kuan-Ling, Tseng | Chen-Hua, Wang

This report intends to analyze the unique brand values,
the distinct marketing strategies and the compelling
competitive dynamics of Abercrombie & Fitch (A&F), the
noted American retailer of casual luxury wear. The
purpose of this analysis being to understand the context
and motives that drive brand A&F; to draw insights from it‘s past and current strategies and use these to launch a, new
sneaker offer‘ within it‘s existing product ensemble.
For doing this, we‘ve researched the story of the brand;
it‘s original and potential target market, it‘s financial background, it‘s rival brands and their competitive
strategies. We‘ve surveyed the varying product ranges,
the flamboyant marketing/advertising campaigns and bold
retail strategies that the company has explored in the past. In conclusion, we‘ve tried to establish the scenario for a cogent, brand definition for the new sneaker range that
must suite the company‘s existing ideology, yet steer it

Brand Introduction
Market analysis
Brand Strategy
Retail Strategy
Competitors field

“I think that what we represent sexually is healthy. It‘s playful, not dark. It‘s not gay. It‘s not straight. It‘s not black, and it‘s not white. It‘s all depicting this wonderful camaraderie of friendship and playfulness that exists in

this generation of cool, good-looking people. And we
don‘t market to anyone other than that!”
- Mike Jeffries, CEO (Abercrombie & Fitch)

A&F, Analysis Report

Brand Introduction
Abercrombie & Fitch Co. is a retailer of casual clothing that targets young people and predominantly college students. The company has established more than 250 stores across the United States, and had opened international stores in the vicinity of high-fashion brands in Belgium, Canada, Denmark, France, Germany, Hong Kong, Italy, Japan, Singapore, Spain, and United Kingdoms since 2006. There stores are mostly located in high end shopping malls and department stores. Abercrombie & Fitch also markets its clothing on the Web and through catalogues, but mainly focuses on the in-store consumer experiences nowadays.

Abercrombie & Fitch Co. identified themselves with the risqué aspects of upper-middle-class youth culture, lifestyle, attitudes, as has also incorporated music in it‘s current brand image. All sales staff in their stores are good looking men & women. The current brand and marketing strategy has gotten their revenue performance stock rocket high, and the brand has secured a firm position in the casual clothing market. A breif overview of A&F and it‘s various sub-brands:



Hollister Co.

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

-Established July
age group
-170 stores in US
-“Classic cool”
-Logo Moose

-Established July
-455 stores in US
and Canada
-Theme “SoCal”
-Logo Seagull

A&F, Analysis Report



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

January 2008
-Operates 5
-Targets 18 and
-Logo Koala
-Theme Australia

Market analysis
Abercrombie and Fitch is well known as one of the top
performers in the american clothing stores industry.
Even with the slowing economy, A&F has managed to
maintain high stock prices, with the exception of 2008,
and is currently outperforming some of its top
competitors.This analysis gives some background
information on the financial status of A&F and it‘s
target market.

$4.277247 billion
$0.088989 billion
$2.869238 billion
10000.0 people

In terms of there...
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