Abercrombie And Fitch : Swot Analysis

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INTRODUCTION Abercrombie and Fitch is a well known retailer of casual clothing with over 300 stores in America and 170 stores worldwide. It was founded in 1982 by David T Abercrombie and Ezra H Fitch. After being owned by the fashion firm ‘The Limited’ in 1999, the brand went public on the New York Stock exchange. Currently, Abercrombie and Fitch sells jeans, graphic t shirts, shorts, knit and woven shirts, outerwear etc under the brand names of Abercrombie and Fitch, Abercrombie kids and Hollister. The main competitors of the brand include ‘Aeropostale’, ‘American Eagle outfitters 77 kids ‘and The Gap Inc. According to a survey by the ‘Teenage Research Unlimited’, Abercrombie and Fitch was regarded as the 6th coolest brand by the American kids (Perman/Reynoldsburg, 2000). Following are the SWOT and PEST analysis of Abercrombie and Fitch. SWOT ANALYSIS Strengths: • A great digital experience makes of breaks the firm as reflected by the Forrester Research (Sparrow, 2014). Thus a great strength of Abercrombie and Fitch is being a direct to customer business, operating through 22 websites in 10 different languages, shipping to 120 different countries. In 2014, the direct to customer operations represented 22% of the total net revenue (ANF annual report, 2014). • At the end of 2014, the company operated through 969 retail stores worldwide (Appendix A), increasing global recognition and future growth prospects (ANF annual report, 2014). • Abercrombie and Fitch products

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