Origin of the Assignment:
The designated task for this assignment is a study of Abercrombie and Fitch’s profile and unique marketing strategy for the business English course at South Thames College. My area of particular interest is marketing and for this reason I have chosen Abercrombie and Fitch as my company of study. Having researched this area I will seek to find out how does their marketing strategy works and makes them one of the biggest clothing company in the world.
The objective of this report is to study Abercrombie and Fitch’s unique marketing strategy and its results.
Aims of the Report:
1. Abercrombie and Fitch’s profile
2. Abercrombie and Fitch’s marketing strategy.
3. Results and Market Share.
Scope of the Assignment:
This report covers a review about Abercrombie and Fitch’s image, their unique marketing strategy and its negative side and their action to overcome from the critics and lawsuits. It will be prepared based upon the information collected from the company’s website, internet resources and business and economics’ magazines.
The study approach involves collecting secondary data. In order to collect the required data, I aim to use the following approaches:
▪ The Guardian
▪ Daily Mail
The limitations of this assignment include only secondary data. Therefore I will limit this assignment to secondary sources acquired throughout the period of preparation of this report.
Short Synopsis of Report:
Abercrombie & Fitch, also known as A&F, is an American retailer that focuses on casual wear for consumers aged 18 to 25. It has over 1,045 stores located in the United States and internationally. The company also operates three offshoot brands: Abercrombie kids, Hollister Co., and Gilly Hicks. A&F is known for its racy...