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2. Company History
3.
Became CEO in 1992
Created the look of A&F
Michael Jeffries
4. Competition
5. Product Image
6. A&F purposely created controversy and engaged in risky practices to attract attention, draw in shoppers, and sell more products.
A&F doesn’t really care about backing away from controversy.
“Free Advertising Gig”
Controversy as Marketing Tool ?
7. Diversity Marketing and theory Gothic
8. Law Suit Issues:
9. Increasing and promoting diversity.
Recruiting strategy.
Managers-in-training are now more racially and ethnically diverse.
Supporting organizations that value academic excellence. Diversity Commitment
10. RecommendationsDiversity and Ethics
11. Financial Operation Gothic
12. Financial Operation
13. RecommendationsFinancial Operation
14. Financial Summary
15. Selling Abilities
16. Operating Challenges
17. Growth Opportunities
18. Target Market and Global Gothic
19. Abercrombie: ages 7-14
Hollister Company: high school students
Abercrombie & Fitch: college students
22. Marketing Gothic
23. Store Experience: Sight, Smell, and Sound.
Product reflects the “All American Look” target market is seeking.
Low Advertising Costs: Word-of-Mouth Advertising
Controversy creates awareness and free advertising.
Clothing is “Aspirational” because of how its portrayed by the models/employees/etc.
Marketing Strengths/Opportunities
24. Marketing Weaknesses/Threats “Aspirational Pricing” = Broken Business Plan
Competition: Offering similar if not identical products at a fraction of the cost. (American Eagle, Gap)
Controversy can effect brand name / image
25. RecommendationsMarketing
26. Thank You