Abercrombie & Fitch

Ancona, A. Y. 2005/06Devised and assembled by: Alessandro Mazzarella

Diego Zanotti

Who are they?

Who are they? David Abercrombie opened his waterfront

shop, Abercrombie & Co in 1892, at no. 36 South Street in downtown Manhattan.

Ezra Fitch was one of his regular customers.

Who are they?

Before he became the Fitch we all know and love, Ezra Fitch was a successful lawyer in Kingston, NY.

Successful, but bored. He was more

interested in spending time camping

and fishing in the great outdoors and

talking with the outdoorsmen

who like him, bought their supplies

at Abercrombie & Co.

Who are they?

In 1904 the store is incorporated and the name is officially changed to Abercrombie & Fitch. Ezra wanted to store to have a feel out the outdoors; tents were pitched on the floor as if in use, and a campfire was built in one corner where an experience guide gave demonstration about the correct ways to bank a fire. The clerks were real outdoorsmen, and they loved to talk, trade hunting stories, and give advice on the best places to go camping and fishing.

Who are they? In 1909 Ezra Fitch publishes a 456-page catalog and

mails 50,000 copies all over the world .

These catalogs were free to customers, but they cost the company about a dollar a piece to publish and almost bankrupted the company.

Fortunately the catalog was a huge success and A&F gained widespread international fame.

In 1927, A & F outfitted Charles Lindberg for his historic flight across the Atlantic ocean.

Who are they?

A&F today have:

363 Abercrombie&Fitch stores

176 Abercrombie stores

249 Hollister stores

4 Ruehl stores

792 total stores across 4 brands.

Who are they?

Client Target

Client TargetAbercrombie & Fitch is the most successful specialty retailer in operation today.

Their casual, classic, all-American lifestyle brand of clothing is synonymous with quality.

Although they specifically target college students between the ages of 18-22, their appeal is universal

Abercrombie & Fitch have 4

brands…

Abercrombie & Fitch have 4 brands…

Abercrombie & Fitch co. Established 1892

Rooted in East coast traditions, A & F is an aspirational men’s and women’s destination for an active campus lifestyle. Authentic vintage inspired sportswear and sexy effortless style, combine to create a signature American brand with timeless appeal

Abercrombie & Fitch have 4 brands…

Abercrombie

The aspirations of youth are brought to life by Abercrombie, that is a classic American lifestyle store for boys and girls ages 7-14.

From after-school soccer to weekend sleepovers, the coolest kids in school have their own style Abercrombie style. They want to be like an older sibling, and everyone else in school wants to be like them

Abercrombie & Fitch have 4 brands…

Hollister

“Inspired by the sun-drenched spirit of California, and the surf and soul of Pacific Ocean, Hollister is an aspirational lifestyle destination for guys and girls.”

Abercrombie & Fitch have 4 brands…

Ruehl 925The Ruehl concept is branded out of New York City’s Greenwich Village and is displayed in the high quality clothing, leather goods and lifestyle accessories. The store structure is a West Village apartment and is highlighted by fine furniture, dim lights, modern art and classic jazz music.

Where are the goods produced?

Where are the goods produced?

The home office is located near Columbus (Ohio).

Twisting and turning down Fitch Path, you cross

the wooden bridge to Abercrombie’s Campus.

It’s hard not to notice the unspoiled beauty of workplace nestled deep in the middle of the forest.

From the scattered outdoor fireplaces, to the open-air work environments where walls are few and doors are fewer, you'll immediately feel one with surroundings.

Where are the goods produced?

As you tap your flip-flops to the beat of the music, it becomes clear that Abercrombie's home office is designed to inspire those who work there.

Where you can find

Abercrombie & Fitch….

A & F shops are approximately 800, across U.S.A. and Canada.

By clicking on the web site www.abercrombie.com you can easily check, in two steps, were is located the nearest store to you

Where you can find A&F stores

step 1: select your country

step 2: select your state

Where you can find A&F stores

you’ll be displayed a list of stores, with relatives addresses and telephone numbers.

…But the site give you also the opportunity to buy online…

How to buy?The innovation of

Abercrombie’s online sales

It’s very interesting that you can shop online choosing the product (polo, jacket, jeans, underwear), the color, the shape, the size and the quantity of the order .

In this case we are choosing the color of the stripes, in added we can see the price of the product and the characteristics like cotton or leather.

How to buy?The innovation of

Abercrombie’s online sales

What is more casual than a jeans jacket? Select the

version that you want to have and click on add to bag…

How to buy?The innovation of

Abercrombie’s online sales

The next step is to choose the quantity: A & F don’t apply quantity or delivery discount

How to buy?The innovation of

Abercrombie’s online sales

After you have chosen the products to buy, you can check them in the view bag, then you can decide to checkout or go back shopping. It’s important that A&F keep a safe privacy policy, and all transaction are safe and secure.

How to buy?The innovation of

Abercrombie’s online sales

How to buy?The innovation of

Abercrombie’s online sales

Every moment you like, you can check how close your purchase is to your mailbox

“Order Tracking” is another service provided by A &F.

How to buy?The innovation of

Abercrombie’s online salesHow to characterize an A & F product?

It’s easy: all A & F products are marked with the A & F logo, a Canadian elk!

College recruitment

& job opportunities

College recruitmentEvery year, A & F make college recruitment, all over the states.

In the web site, you can find what kind of employment are offered and when A & F recruiters are coming to your college (obviously, if you are an American student!)

Job opportunitiesAnyway, if you are not a student on the section “job opportunities”, every week, the home office expose the available job employment

That’s all…