BUS 472 A&F vs AEInstructor

Serap ATAKANStudent

Necip Fazıl KESKİNKILIÇ11012083

A&F was established as an outdoor sporting goods retailer over 100 years ago, it sold the highest quality;-) Hunting-) Fishing-) CampingGoods.

Overtime its safari image became less

attractive, significant

decline was forced to

bankruptcy in 1977

Oshman’s Sporting Goods

asquired the A&F. Then in

1988 The Limited Inc

acquired A&F.

TLI positioned A&F as tailored

clothing store for men. In 1995 TLI re-positioned A&F

to target both men and women in the teen and college market

with an emphasis on “Casual

American Style and Youth”

4 Significant Steps of A&F during its retailing process

A&F has; 340 number of A&F stores 205 number of Abercrombie Kids Stores 507 number of Hollister Co. Stores 16 number of Gilly Hicks (Personal Care Product / intimate apparel)in United States. 4 numbers of A&F, 8 numbers of Hollister Co., 2 numbers of Abercrombie Kids Store in the rest of the World.

From 1999 to 2014

A&F offers its merchandise online at;

abercrombie.comabercrombiekinds.comhollister.com,gillyhicks.com

American eagle also was positioned as an outfitter when it started in 1977.initially offering apparel only for men, AE shifted in focus to teen and college students in 1995

Both retail chains carry a similar assortment of; Polos, Pants, T-shirts, Shorts, Jeans, Outwear, Sweatwears

Similarities among A&F and AE

Even though A&F and AE have evolved from their roots, their apparel still features an outdoor, rugged aspect.

All the apparel and accessories at both chains appear under the stores’ private-label brand

The Ivy league- and sportswear- inspired merchandise aims to fit the campus lifestyle of its target customer.

Other specialty apparel retailersH&MForever 21Wet SealTilly'sPac SunGapBanana RepublicZaraRue 21Pink IceAéropostaleCharlotte Russe

Why A&F and AE have not store in Turkey ? How could people reach the products of the brands ?

In StoreProfilo AVM –

Imported Goods Store

Nişantaşı – Next Store, Garage

Store

Bağdat Caddesi – Style Store

Kanyon – Imported Goods Store

Cevahir – Imported Goods Store

Official Seller : KML Merchandising, Meridian Textile

At Online Retails

Gittigidiyor

DayBuyDay

Sanalpazar

Ebay

A&F Online Shop

A&F and AE have fallen out of fashion with fickle U.S. teen shoppers and aren't likely to win back their business anytime soon.

For example, H&M sells V-neck men's t-shirts for as low as $5.95, while Abercrombie & Fitch t-shirts on clearance on Wednesday were priced at $37.99.

Young shoppers wants to be fashionable but they don't want to spend a lot of money, and fast fashion works very well for that.

A&F and AE was popular for their cool basics like jeans and t-shirts. But young shoppers are now less interested in their logo-centric clothes and more eager to shop for electronics

or go to low-cost, fast-fashion chains like Zara, Forever 21 and H&M that offer greater variety more quickly

One of the big problems the A&F and AE face is a narrower clientele than that of H&M and Gap Inc, which draw shoppers of all ages. Another problem was that; both retailers haven’t

grown their target customer types. They need to focus on other target groups as well.

Thanks for your listening and

patient...