abercrombie & fitch, co. dan bianchini, jessica kanaan, and ben lambert
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Abercrombie & Fitch, Co.Dan Bianchini, Jessica Kanaan, and Ben Lambert
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HistoryHistory• 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
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Target MarketTarget Market
Male and female between the Male and female between the ages of 18 to 22 years oldages of 18 to 22 years old
Privileged young All-Privileged young All-American college scholarAmerican college scholar
Take pleasure in group Take pleasure in group settings and activities settings and activities (camping, boating, dancing, (camping, boating, dancing, partying)partying)
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Weaknesses for A&FWeaknesses for A&F
Racial DiscriminationRacial Discrimination Mall LocationsMall Locations Exclusivity Deters a Broader MarketExclusivity Deters a Broader Market Sexual Advertisements promoting Sexual Advertisements promoting
promiscuitypromiscuity
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Strengths of A&FStrengths of A&F
Brand RecognitionBrand Recognition Customer LoyaltyCustomer Loyalty Breadth, Depth Breadth, Depth Explicit visuals in Explicit visuals in
promotional tacticspromotional tactics ExclusivityExclusivity
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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
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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
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Abercrombie & Fitch Abercrombie & Fitch BrandsBrands
• abercrombie kids
• Hollister, Co.
• Ruehl No. 925
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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§ion=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