Brand Management Assignment 1

Topics: Abercrombie & Fitch, David T. Abercrombie, Gilly Hicks Pages: 2 (337 words) Published: December 25, 2012
Brand Management Assignment 2

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1. Exclusive Summary
The following brand development plan forms the basis of the introduction to an innovative new product of the Abercrombie & Fitch.

2. About Abercrombie & Fitch
Abercrombie & Fitch (abbreviation A & F) is a famous retailer in the United States, the company is currently the Chairman and CEO Mike Jeffrey Reese (Mike Jeffries,), A & F sell casual clothing and accessories designed for the 18-year-old to 22-year-old customers .A & F has more than 300 stores in the United States, has continued to establish new strongholds in other countries, for example it started business in Hong Kong with opening three stores in the shopping mall at Central, Causeway bay, and Kowloon Tong. It has three subsidiary brands of A & F, Abercrombie (children's clothing), Hollister Co. and Gilly Hicks.

Historical and Background
Abercrombie & Fitch's history spans three centuries, 19, 20 and 21. Key figures that changed and influenced the course of Abercrombie & Fitch's history include David T. Abercrombie (the founder), Ezra Fitch (the co-founder), Limited Brands and Michael Jeffries (current Chairman and CEO).

David Abercrombie (appendix 1) founded A&F in 1892 as an upscale sporting goods store. Forming a partnership with Ezra Fitch (appendix 2), the company continued to expand in the new 20th century. After Abercrombie left the company, Fitch became sole owner. After his retirement, the company continued under a succession of other leaders until its financial fall and closing in 1977. Limited Brands purchased the ailing brand in 1988 and brought in Mike Jeffries, who revolutionized the image of Abercrombie & Fitch to become an upscale youthful fashion retailer. Today, the company is a multi-billion dollar entity continuing to experience economic expansion through the business continuance of three off-shoot...
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