A&F customer relationship

Topics: Abercrombie & Fitch, Customer relationship management, Marketing Pages: 25 (8903 words) Published: November 30, 2013

ITC3406 Fashion Retail Information System in Term One 2013/14 Group Project Assignment Part A

12089028d Ho Ka Ki
12094252d Ng Wing Sze
12129144d Tung Nga Lee
12080928d Cheng Yiu
120772244d Chong Yuk Lam


The use of information system is crucial for modern fashion retailing. Its applications range from daily sales and retail operations management to the information flows and connection with vendors. This paper takes Abercrombie & Fitch as an example to examine the application of information systems in Customer relationship marketing (p.14) and Shipping and distribution (p.25). A. Background

Abercrombie & Fitch, also known as A&F, is an American fashion retailer that focuses on casual wear for consumers aged 18 to 22, and is headquartered in New Albany, Ohio. It has over 300 locations in the United States, and is expanding internationally. The company also operates three offshoot brands including Abercrombie kids, Hollister Co., and Gilly Hicks, in addition to a post-collegiate brand, Ruehl No.925, that closed in early 2010. It has a strong brand image due of its uniqueness as a “casual luxury” brand. History

Abercrombie & Fitch Company is a clothing retailer markets people range from children to young adults. It was once owned by fashion firm The Limited, Abercrombie gained its independence in 1999 and went public on the New York Stock Exchange under the ticker symbol ANF. While Abercrombie considers its clothing as a "lifestyle brand," others have railed against its often sexually explicit tees and over-the-top marketing campaigns. The company now has more than 800 oversee stores nationwide, of which about 175 are its children's brand, abercrombie, and 260 are Hollister Company stores. Its latest concept, Ruehl, debuted in Ohio in 2004, appeals to the more mature buyers who are in their late 20s and early 30s. Its sales soared to more than $2 billion in 2005. The Early Years: 1890s to 1910s

Abercrombie & Fitch Company (A&F) was founded in 1892 in New York City by David T. Abercrombie and Ezra H. Fitch. Abercrombie, a former prospector, miner, trapper, and railroad surveyor, originally produced camping equipment in lower Manhattan; Fitch, one of his customers, was a successful lawyer in Kingston, New York, who loved the outdoors. The two men pooled their interests and opened a sporting goods store. Fitch was the visionary of the two, anticipating a clientele far broader than merely those who camped out in the course of earning a living. The partners proved ill-matched, and both men were hot-tempered. Following the latest of many long and violent arguments, Abercrombie resigned in 1907 and returned to manufacture camping equipments. Retaining the company name, Fitch continued with other partners. In 1909, he mailed out 50,000 copies of a 456-page catalogue. Since they cost a dollar each to produce, the catalogues almost bankrupted the company, but the subsequent flood of orders justified the expense. In 1917, A& F moved into a 12-story building on Madison Avenue at East 45th Street, a location the advertising department described as "Where the B lazed Trail Crosses the Boulevard." It included a luxuriously furnished log cabin that Fitch made his townhouse, with an adjoining casting pool. By this time A&F's reputation as a purveyor to the sporting elite was well established. It had equipped Theodore Roosevelt for an African safari, outfitted polar expeditions led by Roald Amundsen and Admir al Richard Byrd, and provided goods to aviators Charles Lindbergh and Amelia Earhart. Ernest Hemingway was a customer; and every president from Roosevelt to Gerald Ford would buy something from the store. Growth and Change: 1920s-30s

Fitch retired in 1928, selling his interest in the company to his brother-in-law, James S. Cobb, and an employee, Otis L. Guernsey, became the president and the vice-president respectively. In his first year at the helm, Cobb...
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