Abercrombie & Fitch

Introduction
y Company overview y Presentation of Abercrombies brands y Main competitors y Concept y Conclusion

Company overview
y 1892 : David T. Abercrombie established Abercrombie Co. y In 1904 wealthy Ezra Fitch became a co-owner y In 1917 : the largest retailer in NYC that sold sportswear y Operates under 5 brands : Abercrombie & Fitch, Abercrombie

Kids, Hollister, Gilly Hicks

y In 2011 A&F opened its first store in France y 1039 stores worldwide

Presentation of Abercrombie
y Established June 1892 y Targets 18-22 year-old age group y 357 stores y Theme Casual Luxury y Logo Moose

Presentation of Abercrombie kids

y Established July 1998 y 7-14- year-old age group y 170 store in US y Theme Casual cool y Logo Moose

Industry & competitors

Retail Industry
y 40,000 companies operate 90,000 stores y Summarized annual revenue $130 billion y Slowdown in spending on clothing y Two main sales seasons : fall and spring

Industry & competitors

Main competitors
   

GAP American Eagle Tommy Hilfiger Benetton Group SpA

A&F American Eagle 1904 2.8 697 20,600 US GAP 1969 16 3139 150,000 More than 19 countries 1892 6.91 1039 80,100 US, Canada, UK, Europe

Established Revenue (billion) Number of stores Employees Scope of operation

Abercrombies concept
Marketing strategy


Sensoriel marketing
Sight Hearing Smell Touch Erotism

Abercrombies concept
 Marketing tribal
A complete experience The link is more important than the good Intimacy with consumer A lot of symbols : place, icons, objects Maintain a culture of secret

 Distribution

Capital of the mode & prestigious place

Conclusion
y Old company (120 years) y New public y Good position on the market of clothes y Characteristic atmosphere of Abercrombie's stores y New stores in Europe y A&F of Paris