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Abercrombie and Fitch

Abercrombie and Fitch. Dave Dalisky Erika Baker Ryan Bizon. A&F Evolution. 1892 David Abercrombie opened doors Catered to the outdoor needs of the sporting elite; supplying fishing, hunting and camping gear 1900 Ezra Fitch joined

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Abercrombie and Fitch

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  1. Abercrombie and Fitch Dave Dalisky Erika Baker Ryan Bizon

  2. A&F Evolution • 1892 David Abercrombie opened doors • Catered to the outdoor needs of the sporting elite; supplying fishing, hunting and camping gear • 1900 Ezra Fitch joined • Abercrombie sold to Ezra – broadened market • 1970 filed bankruptcy • 1988 The Limited acquired business – collegiate crowd new target market • 1992 sold to Mike Jeffries – visionary of company

  3. A&F Target MarketStraight from the horse’s mouth “A lot of people don't belong [in our clothes], and they can't belong. Are we exclusionary? Absolutely. Those companies that are in trouble are trying to target everybody: young, old, fat, skinny. But then you become totally vanilla. You don't alienate anybody, but you don't excite anybody, either." “We hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don't market to anyone other than that." CEO, Mike Jeffries

  4. Demographics Male and female between 18-24 yrs. Lean on parents for financial sustenance Budget for a moderate to better wholesale price zone Primarily in US, but also in Canada where retail stores are located Psychographics Good-looking, casual, charismatic Privileged All-American Pride is taken in their exclusive crowd Camaraderie and sex appeal Take pleasure in group settings and activities Friends most important Actions speaks louder than words A&F Target Market

  5. A&F Product Mix“Casual Luxury” Men’s and Women’s • Jeans • Tees and Tank Tops • Sweatshirts • Outerwear • Underwear • Perfume • Accessories Exclusive Distribution: Private Label Brand Brands: Abercrombie, Ezra Fitch

  6. Intratype American Eagle The Gap Old Navy Banana Republic Hollister J Crew Intertype Macy’s Nordstrom Target A&F Competitors

  7. A&F Store Design“In-store experience” The in-store experience is the primary mode of advertising for the company It is through their store layout and décor that A&F has been able to capitalize on their target market’s value of exclusivity and youthful spirit

  8. A&F Store Design“In-store experience” • Sales Staff = “Brand Reps” “Models” • Purpose is to epitomize the lifestyle of the company and reinforce it through action and dress • Hired based on their ability to represent brand rather than selling ability

  9. A&F Store Design“In-store experience” • Ambiance/Atmosphere • Club-esque • Dark/Moody Wall and Display Colors, Loud Music, Low Lighting • Exclusive Clique • Lounge Couches, Socialization • Scent • Sprayed by Brand Reps on a set schedule • Lifestyle/Image Reinforcement • A&F prints on walls, in windows, on TV

  10. A&F Store Design“In-store experience”

  11. A&F Store Design“In-store experience”

  12. A&F Store Design“In-store experience” • Free Form Design • Divided into Men’s and Women’s • Merchandise displays • Tables, Racks, Walls, T-Stands, Closets, Mannequins, Window Displays • Meticulously Maintained

  13. A&F Advertising & Promotion • Print Sources • Vanity Fair, Out, Rolling Stone, Interview • In-Store • Model Appearances, Wall Displays, Brand Reps • Billboards • Commercials • In stores, select markets

  14. A&F Promotion “Issues” • Sex-Driven Promotions • A&F Quarterly • The National Coalition for the Protection of Children & Families • A&F Magazine "I think we represent sexually healthy. It's playful. It's all depicting this wonderful camaraderie, friendship, and playfulness that exist in this generation and, candidly, does not exist in the older generation." CEO, Mike Jeffries

  15. A&F Promotional“Issues” • Racial Prejudice • Lack of Diversity • Corporate Clause • Boycotts

  16. A&F Bibliography • Abercrombie & Fitch. (2004). A&F careers. Retrieved October 6, 2006, from http://www.abercrombie.com/anf/hr/jobs/careers.html. • Collins, Sean (2001, July 29). Quarterly concern: the boycott of Abercrombie and Fitch. Disinformation. Retrieved February 27, 2007, from http://www.disinformation.com • Denizet-Lewis, B (2006, January 24). The man behind abercrombie and fitch. Salon.com. Retrieved October 6, 2006, from http://www.salon.com/mwt/feature/2006/01/24/jeffries/index_np.html. • Driscoll, M. (2006, October 30). Abercrombie & fitch: power shopper. Business Week. Retrieved November 1, 2006 from http://businessweek.com/print/investor/content/oct2006/pi20061030_872503.htm. • Driscoll, M. (2003, October 21). Abercrombie & fitch: priced to buy. Business Week. Retrieved November 1, 2006 from http://businessweek.com/print/investor/content/oct2003/pi20031021_4658_pi008.htm. • Edelson, S. (2005, March 11). A&F: bolster for upmarket push [electronic version]. WWD. 189, 2. • Emert, C. (1999, October 20). Old navy’s model plan reasonable prices, lively stores, offbeat ads fuel the gap’s powerhouse division. San Francisco Chronicle. Retrieved February 4, 2007 from http://www.sfgate.com/cgi-bin/article.cgi?file=/chronicle/archive/1999/10/20/BU30093.DTL. • Gap. Inc. (2007). Our brands – old navy. Retrieved February 6, 2007 from http://www.gapinc.com/public/OurBrands/brands_on.shtml • Huang, L. (2001, October 29). Old navy - a retail success story. Reporter Web. Retrieved February 3, 2007, from http://media.www.virtualreporter.org/media/storage/paper456/news/2001/10/29/Style/Old-Navy.8211.A.Retail.Success.Story-134837.shtml?sourcedomain=www.virtualreporter.org&MIIHost=media.collegepublisher.com. • Jaques, T. (2007, February 16). Personal interview with Tyler Jaques, Manager. • Levy, M., & Weitz, B.A. (2007). Retailing Management.New York: McGraw-Hill/Irwin. • Manning-Schaffel, V. (2004, November 1). Abercrombie & fitch – second skin. Brandchannel.com. Retrieved February 10, 2007 from http://www.brandchannel.com/print_page.asp?ar_id=200&section=webwatch. • O'Loughlin, S. (2006). Can Gap's ailing Old Navy concept right its ship. Brandweek, 47, • Retrieved November 20, 2006, from http://0-web.ebscohost.com. • Morrison, P. (2007, February 16). Personal interview with Paul Morrison, Manager. • Sauer, A. (2004, March 29). Old navy: Full sales. Brandchannel.com. Retrieved February 12, 2007 from http://www.brandchannel.com/features_webwatch.asp?ww_id=168 • Shaw, H (2006, May 27). Racy new kid at the mall. National Edition, FP5. Retrieved October 6, 2006, from http://0-web.lexis-nexis.com.oasis.oregonstate.edu/universe/printdoc. • Tosh, M. (1995, November 1). Gap's drexler: saluting old navy. WWD. Retrieved February 3, 2007, from file://C:DOCUME~1LOCALS~1TempC27OPXVT.htm. • Vargas, D. (2004, July 7). Abercrombie & fitch tone down promotions. Arizona Daily Star. Retrieved February 10, 2007 from http://www.azstarnet.com/sn/printDS/30158. • Wikipedia.org (2007). Abercrombie & Fitch. Retrieved October 12, 2006 from http://en.wikipedia.org/wiki/Abercrombie_&_Fitch. • YahooFinance. (2006). Form 10-q for abercrombie & fitch co/de/. Retrieved November 1, 2006, from http://biz.yahoo.com/e/060608/anf10-q.html

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