Abercrombie and Fitch Case Study
Abercrombie and Fitch Case Analysis
MGT625
April 11, 2012
Elizabeth Payne
Abstract Abercrombie and Fitch (A&F) is a typical mall front store. They have been in the business for a century and are not going anywhere. A&F sees their fair share of mock items and lawsuits. However, through it all, A&F has made it to be successful, overcome threats, and open similar chains to target a wider range age market.
Introduction Abercrombie & Fitch was founded in 1892 as a unique clothing store. Over the century in business they have made a distinct target for young adults. The fashion giant specializes in apparel for ages 18 through 22. “The 118-year-old retailer has been acknowledged for operating a top-notch internal system that expertly managed transactions, communicated with vendors and streamlined its supply chain operations to fulfill assortments across more than 1,000 stores,” (Amato-McCoy, 2011, para 3). The brand mainly produces casual apparel; anything from jeans to tee-shirts, summer dresses, and flip flops. They are iconic to the American young adult population around the globe. A&F is primarily found in the USA but has ventured into other global markets. The company has been praised and criticized for their marketing approach and brand style.
Environmental Threats A&F faces environmental threats based on the nature of their business. They are in the business of selling and marketing clothes to young adults. Other well-known apparel chains are direct competition for A&F. Often the same styles can be found in all the stores. Stores like American Eagle Outfitters, Buckle, and Sun Pac can sell similar items at competitive prices. It creates a challenge for A&F to keep consumer loyalty and keep up with the evolution of young adult clothing trends. A way that A&F has kept their edge is through the use of young models in often, consumer perceived, suggestive ads. Lawsuits have been brought
MGT625
April 11, 2012
Elizabeth Payne
Abstract Abercrombie and Fitch (A&F) is a typical mall front store. They have been in the business for a century and are not going anywhere. A&F sees their fair share of mock items and lawsuits. However, through it all, A&F has made it to be successful, overcome threats, and open similar chains to target a wider range age market.
Introduction Abercrombie & Fitch was founded in 1892 as a unique clothing store. Over the century in business they have made a distinct target for young adults. The fashion giant specializes in apparel for ages 18 through 22. “The 118-year-old retailer has been acknowledged for operating a top-notch internal system that expertly managed transactions, communicated with vendors and streamlined its supply chain operations to fulfill assortments across more than 1,000 stores,” (Amato-McCoy, 2011, para 3). The brand mainly produces casual apparel; anything from jeans to tee-shirts, summer dresses, and flip flops. They are iconic to the American young adult population around the globe. A&F is primarily found in the USA but has ventured into other global markets. The company has been praised and criticized for their marketing approach and brand style.
Environmental Threats A&F faces environmental threats based on the nature of their business. They are in the business of selling and marketing clothes to young adults. Other well-known apparel chains are direct competition for A&F. Often the same styles can be found in all the stores. Stores like American Eagle Outfitters, Buckle, and Sun Pac can sell similar items at competitive prices. It creates a challenge for A&F to keep consumer loyalty and keep up with the evolution of young adult clothing trends. A way that A&F has kept their edge is through the use of young models in often, consumer perceived, suggestive ads. Lawsuits have been brought
References: Amato-McCoy, D. M., (2011, May). Abercrombie & Fitch. Apparel Magazine. Vol. 52, Issue 9. Casabona, L., (2010, Sept.). Eeoc Files Charge Against A&F. WWD: Women 's Wear Daily. Vol. 200 Issue 47, p9-1, 1p. DataMonitor. (2011, Dec. 30). Abercrombie and Fitch SWOT Analysis. p1-9, 9p. Hitt, M., Ireland, R.D., & Hoskisson, R. (2009). Strategic management: Competitiveness and globalization, concepts and cases (8th ed.). Mason, OH: South-Western. Hunt, K. (2006, Feb. 1). Abercrombie & Fitch expands anti-counterfeiting program. Market Watch: The Wall Street Journal. Retrieved on April 15, 2012 from http://articles.marketwatch.com/2006-02-01/news/30926760_1_abercrombie-fitch-anti-counterfeiting-program-investigation.