Abercrombie and FitchAbercrombie and Fitch

Dave Dalisky Erika Baker Ryan Bizon

• 1892 David Abercrombie opened doors • Catered to the outdoor needs of the sporting elite;

supplying fishing, hunting and camping gear• 1900 Ezra Fitch joined • Abercrombie sold to Ezra – broadened market• 1970 filed bankruptcy• 1988 The Limited acquired business – collegiate crowd

new target market• 1992 sold to Mike Jeffries – visionary of company

A&F EvolutionA&F Evolution

“A lot of people don't belong [in our clothes], and they can't belong. Are we exclusionary? Absolutely. Those companies that are in trouble are trying to target everybody: young, old, fat, skinny. But then you become totally vanilla. You don't alienate anybody, but you don't excite anybody, either."

A&F Target MarketA&F Target MarketStraight from the horse’s mouthStraight from the horse’s mouth

“We hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don't market to anyone other than that."

CEO, Mike Jeffries

Demographics• Male and female between

18-24 yrs.• Lean on parents for

financial sustenance • Budget for a moderate to

better wholesale price zone

• Primarily in US, but also in Canada where retail stores are located

Psychographics• Good-looking, casual,

charismatic • Privileged All-American • Pride is taken in their

exclusive crowd • Camaraderie and sex

appeal• Take pleasure in group

settings and activities • Friends most important• Actions speaks louder

than words

A&F Target MarketA&F Target Market

Men’s and Women’s• Jeans• Tees and Tank Tops• Sweatshirts• Outerwear• Underwear• Perfume• Accessories

A&F Product MixA&F Product Mix“Casual Luxury”“Casual Luxury”

Exclusive Distribution: Private Label Brand

Brands: Abercrombie, Ezra Fitch

Intratype• American Eagle• The Gap• Old Navy• Banana Republic• Hollister• J Crew

Intertype• Macy’s• Nordstrom• Target

A&F CompetitorsA&F Competitors

A&F Store DesignA&F Store Design“In-store experience”“In-store experience”

The in-store experience is the primary mode of

advertising for the company

It is through their store layout and décor that A&F has been able to capitalize on their target market’s value of exclusivity and youthful spirit

• Sales Staff = “Brand Reps” “Models”– Purpose is to epitomize the lifestyle of the

company and reinforce it through action and dress

– Hired based on their ability to represent brand rather than selling ability

A&F Store DesignA&F Store Design“In-store experience”“In-store experience”

A&F Store DesignA&F Store Design“In-store experience”“In-store experience”

• Ambiance/Atmosphere– Club-esque

• Dark/Moody Wall and Display Colors, Loud Music, Low Lighting

– Exclusive Clique• Lounge Couches, Socialization

– Scent• Sprayed by Brand Reps on a set schedule

– Lifestyle/Image Reinforcement • A&F prints on walls, in windows, on TV

A&F Store DesignA&F Store Design“In-store experience”“In-store experience”

A&F Store DesignA&F Store Design“In-store experience”“In-store experience”

• Free Form Design– Divided into Men’s and Women’s

• Merchandise displays– Tables, Racks, Walls, T-Stands, Closets,

Mannequins, Window Displays– Meticulously Maintained

A&F Store DesignA&F Store Design“In-store experience”“In-store experience”

• Print Sources– Vanity Fair, Out, Rolling Stone, Interview

• In-Store– Model Appearances, Wall Displays, Brand

Reps

• Billboards

• Commercials– In stores, select markets

A&F Advertising & A&F Advertising & PromotionPromotion

A&F Promotion A&F Promotion “Issues”“Issues”

• Sex-Driven Promotions– A&F Quarterly

– The National Coalition for

the Protection of Children

& Families

– A&F Magazine

"I think we represent sexually healthy. It's playful. It's all depicting this wonderful camaraderie, friendship, and playfulness that exist in this generation and, candidly, does not exist in the older generation." CEO, Mike Jeffries

A&F PromotionalA&F Promotional“Issues”“Issues”

• Racial Prejudice – Lack of Diversity– Corporate Clause– Boycotts

• Abercrombie & Fitch. (2004). A&F careers. Retrieved October 6, 2006, from http://www.abercrombie.com/anf/hr/jobs/careers.html.• Collins, Sean (2001, July 29). Quarterly concern: the boycott of Abercrombie and Fitch. Disinformation. Retrieved February 27, 2007, from

http://www.disinformation.com• Denizet-Lewis, B (2006, January 24). The man behind abercrombie and fitch. Salon.com. Retrieved October 6, 2006, from

http://www.salon.com/mwt/feature/2006/01/24/jeffries/index_np.html.• Driscoll, M. (2006, October 30). Abercrombie & fitch: power shopper. Business Week. Retrieved November 1, 2006 from

http://businessweek.com/print/investor/content/oct2006/pi20061030_872503.htm.• Driscoll, M. (2003, October 21). Abercrombie & fitch: priced to buy. Business Week. Retrieved November 1, 2006 from

http://businessweek.com/print/investor/content/oct2003/pi20031021_4658_pi008.htm.• Edelson, S. (2005, March 11). A&F: bolster for upmarket push [electronic version]. WWD. 189, 2. • Emert, C. (1999, October 20). Old navy’s model plan reasonable prices, lively stores, offbeat ads fuel the gap’s powerhouse division. San Francisco

Chronicle. Retrieved February 4, 2007 from http://www.sfgate.com/cgi-bin/article.cgi?file=/chronicle/archive/1999/10/20/BU30093.DTL. • Gap. Inc. (2007). Our brands – old navy. Retrieved February 6, 2007 from http://www.gapinc.com/public/OurBrands/brands_on.shtml • Huang, L. (2001, October 29). Old navy - a retail success story. Reporter Web. Retrieved February 3, 2007, from

http://media.www.virtualreporter.org/media/storage/paper456/news/2001/10/29/Style/Old-Navy.8211.A.Retail.Success.Story-134837.shtml?sourcedomain=www.virtualreporter.org&MIIHost=media.collegepublisher.com.

• Jaques, T. (2007, February 16). Personal interview with Tyler Jaques, Manager.• Levy, M., & Weitz, B.A. (2007). Retailing Management.New York: McGraw-Hill/Irwin.• Manning-Schaffel, V. (2004, November 1). Abercrombie & fitch – second skin. Brandchannel.com. Retrieved February 10, 2007 from

http://www.brandchannel.com/print_page.asp?ar_id=200&section=webwatch.• O'Loughlin, S. (2006). Can Gap's ailing Old Navy concept right its ship. Brandweek, 47, • Retrieved November 20, 2006, from http://0-web.ebscohost.com.• Morrison, P. (2007, February 16). Personal interview with Paul Morrison, Manager.• Sauer, A. (2004, March 29). Old navy: Full sales. Brandchannel.com. Retrieved February 12, 2007 from

http://www.brandchannel.com/features_webwatch.asp?ww_id=168• Shaw, H (2006, May 27). Racy new kid at the mall. National Edition, FP5. Retrieved October 6, 2006, from http://0-web.lexis-

nexis.com.oasis.oregonstate.edu/universe/printdoc. • Tosh, M. (1995, November 1). Gap's drexler: saluting old navy. WWD. Retrieved February 3, 2007, from

file://C:DOCUME~1LOCALS~1TempC27OPXVT.htm.• Vargas, D. (2004, July 7). Abercrombie & fitch tone down promotions. Arizona Daily Star. Retrieved February 10, 2007 from

http://www.azstarnet.com/sn/printDS/30158.• Wikipedia.org (2007). Abercrombie & Fitch. Retrieved October 12, 2006 from http://en.wikipedia.org/wiki/Abercrombie_&_Fitch.• YahooFinance. (2006). Form 10-q for abercrombie & fitch co/de/. Retrieved November 1, 2006, from http://biz.yahoo.com/e/060608/anf10-q.html

A&F BibliographyA&F Bibliography