Ivey Publishing

Product Details

Abercrombie and Fitch
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Publication Date:
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15 pages (12 pages of text)
Product Type:
Case (Library)
With roots in sporting and excursion goods, Abercrombie and Fitch Co. (A&F Co.) has grown into one of the most well-known men and women’s retail clothing brands by 2012. From the beginning, A&F has stuck to (its) knitting by not trying to be all things to all people” and adopted the philosophy of creating a unique brand experience throughout each of its subsidiary brands. The company’s CEO was faced with the decision to focus attention on expanding direct-to-consumer operations and international brick and mortar stores, while closing stores domestically. The brand saw growth in sales in recent years but, in 2011, saw a drop in shares after missing Wall Street’s projected estimates. A&F Co. was in an interesting position — the company had to decide where to focus its brand and which market segment it would cater toward.

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Learning Objective:
  • To examine management strategy in relation to international expansion.

  • To explore how Larry Greiner’s Growth Phases model can be applied to the retail clothing business.

  • To explore how A&F Co,’s unique branding approaches have affected its position in the market.

  • To underscore the importance of defining and clearly understanding critical strategic issues, especially balancing marketing trends and financial constraints.

  • To explore the necessity of Michael Porter’s Five Forces model to clearly understand industry competitors.
Marketing,  General Management/Strategy,  International
Retail Trade
United States, Large, 2012
Intended Audience:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
Associated Materials
Translations: Spanish (17 pages) , Simplified Chinese (15 pages)
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