Abercrombie and Fitch
(12 pages of text)
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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- 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.
United States, Large, 2012
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