Case Study in a and

Abercrombie & Fitch

Group # 2:

Donita Rose D. Evaristo

Helen Dela cruz

Romana Deang

Lucia Limio

Jonna Manarang

INTRODUCTION:

ABERCROMBIE & FITCH

o One of a handful American retailer that has done a masterful job of appealing to “fashion conscious teens and college students”.

o 1892 - Founded in Manhattan by David T. Abercrombie and Ezra H. Fitch. Its original outlet was “camping gear”.

o Also an elite outfitter of sporting and excursion goods. Prominent people outfitted their products: that includes Teddy Roosevelt, Amelia Earhart, Greta Garbo, Katharine Hepburn, Clark Gable, John Steinbeck, John F. Kennedy, Ernest Shackleton, Dwight Eisenhower, and Ernest Hemingway. They had established a niche selling conservative menswear to an older clientele, but unfortunately their sales go down & they filed bankruptcy.

o they focus specifically on casual wear and accessories

o 1988 - Limited purchased the chain.

o Michael Jeffries - chairman and CEO of the company.

- oversee the company’s’ operations.

- He wanted to focus on the target market with much younger and faster growing up group (between the ages of 14 – 24).

o In 1998, Limited becomes successful and the company was already a hit that time.

o 1994 - 2005 - sales had exploded from $165M to $2.02 billion.

o 1992 - 2005 - number of stores jumped from 36 to 351 stores. It includes 167 Abercrombie, 271 Hollister, 5 Ruehl stores. A&F operates three off-shoot brands which are the abercrombie (children’s wear), Hollister Co., and Gilly Hicks.

o Recognized as the 6th coolest brand in the world.

o The group LFO sang the hit pop song about how much they like girls who “look like A&F”.

o For them, there is no such a thing as a “minor detail”. And according to an analyst Goldman Sachs & Co., they said that A&F was “very single minded and very driven”.

o A&F always make sure that that they are truly representative of the...