ABERCROMBIE & FITCH
Founded n 1892 by David Abercrombie to sell camping supplies, joigned by Edzy Fitch to become Abercrombie and Fitch, sell camping ; electric, and sportwear marchandise, the strore close his door after lost $1 million. Bought by Ashman’s sporting goods in 1997, then bu the limited in 1988 Jeffries Michael become the director in 1992 he experiment new stratégie, he doing away with anything but keep apparel and accessories he hoverhailled A&F image and target Young collégien people after had been around for about 110 years. Now A&F win a huge succès, the compagny oversees about 300 strore above UK. AF target to 18-25 years old. The brand is international throughout various market : NY/London/Milan/Tokio /now in Paris. The company also operate 3 off shoot brands Abercrombie (children), Hollister & CO, and Gilly Hicks, and also operate a post grad subsidiary brand. His principal competitor are Gap/American outifithers/Ourban Outfitters. A&F sell clothes and accessories for Man, Woman and Young.
As we know CRM is about « managing, bulding profitable customers relashionship by delivering Superior value and satisfaction » now we are going to see the différents méthodes using A&F : - Firstly a website online shop is providing to customers has multiples functions for them as MP3/link to sport site/and TV ; website include Job opportunities. - Customer scan create email account, than they receive personnal informations about new arrivals, they can register from the site and see their previous purchases that make fell them their « own world » - Cutomers can design their own writing words on the famous hoodles that make them « unique » also they can buy a Gift Card who can be use online or in the store with différents amounts from $25 to $200 and get gift box package items and include personality message for a greater satisfaction of them. - A&F as a Customer service avalaible to personal informations and questions about purchases problems. The...
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