Abercrombie & Fitch: an Upscale Sporting Goods Retailer Becomes a Leader in Trendy Apparel

6409 Words Oct 29th, 2008 26 Pages
ABERCROMBIE & FITCH: AN UPSCALE SPORTING GOODS RETAILER BECOMES A LEADER IN TRENDY APPAREL Company profile Abercrombie & Fitch Co., a Delaware corporation, through its subsidiaries, is a specialty retailer that operates stores selling casual apparel; such as knit shirts, graphic t-shirts, jeans, woven shirts, shorts; personal care and other accessories for men, women and kids under the Abercrombie & Fitch, Abercrombie, Hollister and RUEHL brands.

As of January 28, 2006, the Company operated 851 stores in the United States and Canada.

The Abercrombie & Fitch brand was established in 1892 and became well known as a supplier of rugged, high-quality outdoor gear. Famous for outfitting the safaris of Teddy Roosevelt and Ernest
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-Ruehl focused on upscale and more expensive products for post college consumers age 22-35.
The new president change business model of A & F and he could bring A & F styles up to date. A new format was introduced that begin to carry casual, classic American clothes for men and women. A strong leadership style within company and the managers encourage the employees of collaborative teamwork, creativity of new ideas. Therefore A & F became one of the limited’s fastest growing divisions.
The whole process is started from the customers needs and wants and they investigated deeply such as teams of designers, merchandisers and marketers visiting college campuses, talking with students to find out what they liked and how they spent their time, etc. To gain competitive advantage in terms of maintain high prices and high quality merchandise, maintain the customer loyalty through various membership programs, and promote their own private label brands to create brand image. Store design attractive customers, every store were designed according to one of several specific models. The president approved of back- ground music to be played in the stores and selected the appropriate volume level for all locations. A & F introduce two or three new items in its stores every week. It launched new product featured high quality apparel that make customer fell fresh to shopping at A & F.
They use controversy as a free advertising gig and are successful in driving traffic

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