Abercrombie & Fitch: an Upscale Sporting Goods Retailer Becomes a Leader in Trendy Apparel

Topics: Brand, Marketing, Abercrombie & Fitch Pages: 21 (6415 words) Published: November 4, 2008
Company profile

Abercrombie & Fitch Co., a Delaware corporation, through its subsidiaries, is a specialty retailer that operates stores selling casual apparel; such as knit shirts, graphic t-shirts, jeans, woven shirts, shorts; personal care and other accessories for men, women and kids under the Abercrombie & Fitch, Abercrombie, Hollister and RUEHL brands.

As of January 28, 2006, the Company operated 851 stores in the United States and Canada.

The Abercrombie & Fitch brand was established in 1892 and became well known as a supplier of rugged, high-quality outdoor gear. Famous for outfitting the safaris of Teddy Roosevelt and Ernest Hemingway and the expeditions of Admiral Byrd to the North and South Poles, Abercrombie & Fitch goods were renowned for their durability and dependability.

In 1992, a new management team began repositioning Abercrombie & Fitch as a more fashion-oriented casual apparel business directed at 18 to 22 year-old male and female college students with a product assortment reflecting a youthful lifestyle based upon an East Coast heritage and Ivy League traditions.

In 1998, the Company launched Abercrombie, a brand directed at seven to 14 year-old boys and girls based on the traditions of Abercrombie & Fitch.

The Company launched its next brand, Hollister, in 2000. Hollister is a West Coast oriented lifestyle brand targeted at 14 to 18 year-old high school aged dudes and bettys that embodies the laid-back California surf lifestyle. Hollister offers casual apparel, personal care and other accessories at a lower price point than the Abercrombie & Fitch brand.

The RUEHL brand, targeted at 22 to 35 year-olds, was launched in the Fall 2004. RUEHL's product assortment is a mix of casual sportswear and trendy fashion created to appeal to the modern-minded, post-college customer. The Company's brands, Abercrombie & Fitch, abercrombie, Hollister and RUEHL, represent different American lifestyles and are targeted to appeal to the same type of customer - the sophisticated, cool, attractive, fashion-conscious, influential trendsetter - through different stages of his or her life from elementary school through post-college.

The Company uses visual presentation of merchandise, in-store marketing, music, fragrances and the sales associates, or brand representatives, to reinforce the aspirational lifestyles represented by the brands. The Company's in-store marketing is designed to convey the principal elements and personality of each brand. The store design, furniture, fixtures and music are all carefully planned and coordinated to create a shopping experience that is consistent with the Abercrombie & Fitch, abercrombie, Hollister or RUEHL lifestyle. Its only distribution center for the receipt, storage, sorting, packing and distribution of merchandise to all of its stores and direct consumers is located in New Albany, Ohio. All of the Abercrombie & Fitch's merchandise and related materials are shipped to the Company's distribution center in New Albany, Ohio where the merchandise is received and inspected. Merchandise and related materials are then distributed to the Company's stores using contract carriers. The Abercrombie & Fitch(r), abercrombie(r), Hollister Co.(r) and Ruehl No. 925(r) trademarks have been registered with the United States Patent and Trademark Office and are either registered or have registrations pending with the registries of many of the foreign countries in which its manufacturers are located.

Vision: To be an apparel dominant brand for teenager in world wide

Expansion branches in European, Columbia and Canada and headquarter in Asia •Controlling distribution channel closely to control quality of distributed products. •Committed to response to communities.

Providing comfortable and long lasting clothes that look good •Improve...
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