Abercrombie And Fitch : An American Retailer Founded 1898 By David T. Abercrombie

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Introduction: Abercrombie and Fitch are an American retailer founded 1898 by David T. Abercrombie and high profile lawyer Ezra Fitch as a small waterfront shop on South Street in Manhattan called Abercrombie Co. The company focuses on designing casual wear for young consumers. A&F was famed for its wide variety of expensive and often exotic sporting equipment and attire, ranging from tennis shoes to elephant guns. This report aims to help Abercrombie and Fitch find the best method to gain success in the European market. Segmentation, Targeting, Positioning. Segmentation, targeting and positioning is a process which is an important concept in the study and application of marketing. The process is shortened as the STP model and it is one of the most commonly applied marketing models in practice to date. This is a useful and important model which Abercrombie & Fitch could follow in order to gain success through the European market. The first part of the process is segmentation “The purpose of market segmentation is to identify relatively homogeneous groups of consumers with similar consumption patterns” (Pervez &Cateora 2014.) segmentation is the application of grouping the customers into segments which may have the same common needs or that will respond similarly to a marketing activity. It is the ability to recognise the consumers which exist that have different needs. For example do the consumers prefer speed and performance or do the customers prefer safety and quality.

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