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Abercrombie & Fitch, Co. Dan Bianchini, Jessica Kanaan, and Ben Lambert

Abercrombie & Fitch, Co. Dan Bianchini, Jessica Kanaan, and Ben Lambert. History. Abercrombie & Fitch first opened in 1892 by the hands of David Abercrombie who was later joined by a wealthy lawyer and loyal Abercrombie customer, Ezra Fitch.

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Abercrombie & Fitch, Co. Dan Bianchini, Jessica Kanaan, and Ben Lambert

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  1. Abercrombie & Fitch, Co. Dan Bianchini, Jessica Kanaan, and Ben Lambert

  2. History • Abercrombie & Fitch first opened in 1892 by the hands of David Abercrombie who was later joined by a wealthy lawyer and loyal Abercrombie customer, Ezra Fitch. • Originally, A & F catered to the outdoor needs of the sporting elite: supplying hunting, fishing & camping gear. • Continued disputes led to the split of David Abercrombie and Ezra Fitch, whose vision was more expansive. • With a broader market, supplying men’s and women’s clothing, as well as a more diverse range of sporting merchandise, Fitch was on a high pedestal in the business industry. • In 1970, A & F filed bankruptcy and was later sold to The Limited, Inc. • Current CEO, Mike Jeffries, had a vision to reinvent the company as a high-end retailer, focusing on trendy collegiate apparel. Catalogue Cover in 1909 Catalog in 1909

  3. Target Market • Male and female between the ages of 18 to 22 years old • Privileged young All-American college scholar • Take pleasure in group settings and activities (camping, boating, dancing, partying)

  4. Weaknesses for A&F • Racial Discrimination • Mall Locations • Exclusivity Deters a Broader Market • Sexual Advertisements promoting promiscuity

  5. Strengths of A&F • Brand Recognition • Customer Loyalty • Breadth, Depth • Explicit visuals in promotional tactics • Exclusivity

  6. Marketing Mix: Product Line • High quality, edgy casual clothing for the collegiate young adult consumer • Exceptional denim product, trendy tanks & tees, sweaters, and outerwear • Two Product Lines: Abercrombie & Fitch and Ezra Fitch • Classic, “casual luxury,” All-American lifestyle

  7. Marketing Mix: Place Strategy • Limited Marketing Channel: exclusive distribution strategy • Product is manufactured and sold through exclusive retail outlets • Abercrombie stores range from 8,000 ft.2 to 22,000 ft.2 • Strategically places their stores in high volume areas, typically in urban centers and regional super centers (ultimately a destination store) • Factors that determine placing of store location include visibility, accessibility, and surrounding competition

  8. Abercrombie & Fitch Brands • abercrombie kids • Hollister, Co. • Ruehl No. 925

  9. References • Abercrombie & Fitch. (2004). A&F careers. Retrieved October 6, 2006, from http://www.abercrombie.com/anf/hr/jobs/careers.html. • Driscoll, M. (2006, October 30). Abercrombie & fitch: power shopper. Business Week. Retrieved November 1, 2006 from • 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. • 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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