Abercrombie & Fitch : Marketing Analysis

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Since ten years, Abercrombie & Fitch has become one of the most popular brands in the world and solicited especially among adolescent, became a phenomenon, the brand is a symbol of success in the field of ready-to wear for his competitors. 100% of teens say they know this brand primarily targeting young people 15 to 25 years. David Abercrombie and Ezra Fitch become associates for founded in 1892 the brand. The company has evolved from the sale of outdoor sports equipment to sale clothing for young people "fashionable". In 60-70 years, the company has many financial problems. The group was bought in 1988 by The Limited but keeps the name Abercrombie & Fitch. Abercrombie & Fitch sells casual clothes, but of a superior quality at fairly high…show more content…
Strategy of Abercrombie & Fitch is to sold his close at a premium price, the sweater costing an average of 100 euro. For over ten years, the company has also kept the same layout or his logo but also it 's colors, black and white. Surprisingly, despite that prices be raised, many customers are young at A & F 's. The direct competitor of Abercrombie & Fitch are brands such as Forever 21, GAP, Aeropostale, American Eagle. The competitor uses affordable prices to attract teenagers to buy. These marks often resume the same style as Abercrombie and Fitch and his sales’s concept (music,smell…). Abercrombie and Fitch is a brand known in the worldwide and has a very recognizable style. The company has been popularized by many celebrities and many students in the world, but also by a strong smell of cologne in the store and on clothing. But more recently by the presence of model place to the enter naked torso. Abercrombie and Fitch has 500 stores in the worldwide, mostly in the United States but also in Canada, Europe, Asia and Africa. The Company manages 80,000 employees around the world and made USD 4.11 billion of revenue in 2013. Explanation of PEST: PEST analysis is used to evaluate how the long term performance of a business can be affected by four key external factors (Political, Economic, Social and Technological) Political factors may include tax policies, fiscal

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