Abercrombie & Fitch: an Upscale Sporting Goods Retailer Becomes a Leader in Trendy Apparel

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ABERCROMBIE & FITCH: AN UPSCALE SPORTING GOODS RETAILER BECOMES A LEADER IN TRENDY APPAREL Company profile Abercrombie & Fitch Co., a Delaware corporation, through its subsidiaries, is a specialty retailer that operates stores selling casual apparel; such as knit shirts, graphic t-shirts, jeans, woven shirts, shorts; personal care and other accessories for men, women and kids under the Abercrombie & Fitch, Abercrombie, Hollister and RUEHL brands.

As of January 28, 2006, the Company operated 851 stores in the United States and Canada.

The Abercrombie & Fitch brand was established in 1892 and became well known as a supplier of rugged, high-quality outdoor gear. Famous for outfitting the safaris of Teddy Roosevelt and Ernest
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• There are a headquarters in Asia
• Allowance purchasing via internet and limited some channel for purchasing.
• Increasing some participation with response to communities
• Good controversy about company’s products and store
• Market return from CRM program
• Training for employee and competency increase
• Revenue increase by 20% in 2007
• Creative thinking level and inspiration of employee increase by 30% in 2007
• Number of US customer increase to 35 million by 2010
• Installation technology to track merchandise

SWOT Analysis of Abercrombie & Fitch
Strength
A & F opening a new store which is Fifth Avenue store. The new store has a good location and great for positioning of the brand. The new store represented a prototype for other flagship store, it displayed good atmosphere and build the character if the brand image to customer mind. The new store symbolized a youthful lifestyle which attractive the teenagers browse and purchase.
A & F segmentation the target market, they divided target market from different life stage. There are 4 brands for different life stage:
-A & F focused on youthful lifestyle for college students.
-Abercrombie focused on fashions

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