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Abercrombie

Abercrombie

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Abercrombie

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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. Recommendations Diversity and Ethics

    11. Financial Operation Gothic

    12. Financial Operation

    13. Recommendations Financial 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. Recommendations Marketing

    26. Thank You

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