Abercrombie And Fitch : An American Clothing Retailer

1636 Words7 Pages
Abercrombie & Fitch is an American clothing retailer that targets the teenage and collegial demographic. Abercrombie and Fitch has sister stores such as Hollister Co., a southern California inspired lifestyle brand that markets to consumers aged 14-18 and Abercrombie Kids that caters to children 10 and younger. With over 800 stores internationally, they are able to segment their business in 3 ways. They have U.S. retail stores and operations, international stores and direct-to-consumer relations which include online operations in the U.S. and internationally. Abercrombie provides consumers with a range of different products like trendy clothing, personal care products and accessories. Their main focus is to provide a “casual luxury” for those who want to be chic and fashionable. From mid-2000s and onwards, it becomes apparent what led this company to its current state; struggling to stay in business, relevant and popular. Abercrombie and Fitch was unable to retain its customers as they found other cheaper alternatives and phased out from displaying brand names on their clothing. The company was unable to cater to the marketplace and focus on the changing needs of its consumers. Abercrombie was incapable of realizing that their current marketing strategy would only be successful for so long until consumer needs change. The Abercrombie image was created by their CEO, Mike Jeffries, who stated that Abercrombie “…wants to market to cool, good-looking people. We don’t market to
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