Abercrombie and Fitch (Simplified Chinese version)
(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.
- 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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