Abercrombie And Fitch Brand Analysis

1187 Words 5 Pages
Abercrombie and Fitch was founded 125 years ago, since their inception they have built a store with strong brand awareness, and profitable sales.“The iconic Abercrombie & Fitch brand has outfitted innovators, explorers and entrepreneurs. Today, it reflects the updated attitude of the 21 to 24-year old customer, whilst remaining true to its heritage of creating expertly crafted products with an effortless, American style (Abercrombie).” Through the company’s history sales tactics have shifted in accordance with their profit margins, and customer preferences. There have been severe peaks and valleys in sales over the course of time. However, Abercrombie and Fitch has been able to ride the tide of unpredictable sales by having a strong brand, …show more content…
In 2015 after a successful prototype, ANF started to remodel Hollister stores, giving them an entirely new look. Going from being dark inside, floors and ceilings were painted a lighter color, lights were more frequently spaced, walls were taken out, added giant windows for customers to see through, and do more window shopping, and a giant TV wall in the middle of the vestibule, to divide the two sides of the store. This alone gave the impression that the company is more “open to change”. With Hollister sales rising from 1% in the fourth quarter of 2016, to 3% in the first quarter of 2017 (Loeb). The revamping of the Hollister brand is redirected to the competitive market of Fast Fashion. Frequently updating merchandise and getting it to stores quicker is what has made competitors like Forever 21, H&M, and Zara so successful. Hollister is adapting this new concept more than ANF. The company is following that same trend, of releasing new merchandise somewhere around every 2 weeks. This sales tactics means that with having less inventory on hand, sales don’t have to fall in the styles that are not selling. Also, new merchandise can help increase traffic and sales throughout the quarters. A&F has also tried to increase sales by increasing brand loyalty. In order to help increase loyalty, engagement, and sales Hollister released its rewards program, “Club Cali.” After a year and a half of it being rolled out, ANF implemented it into their stores nationwide. By the end of the first quarter being released earlier this year, the company reported 1.7 million enrollments,, and averaging 200,000 additional enrollments per day (Stuart). Ashley the manager at a local ANF has said that its rewards program “A&F Club” gives points based on every dollar purchased. Earn enough points and you can earn up to $40.00 off your purchase. Also, the company gives exclusive discounts to members or get early

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