Case Study : Abercrombie & Fitch

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Abercrombie & Fitch (which will hereafter be referred to as ANF to avoid confusion with one of its individual chains called Abercrombie & Fitch) is a company currently known for owning the popular clothing store chains, such as Hollister Co., Gilly Hicks (formerly), Ruehl (formerly), and Abercrombie & Fitch. The various ANF chains center around a preppy, yet casual theme. Originally established in 1892 in New York City as a sporting goods store, ANF eventually evolved into a luxury clothing conglomerate. While the company has earned $3.7 billion in sales to-date, its annual sales have plummeted in the past decade. This is largely attributed to the social controversies that have arisen in connection to ANF. Many of these controversies dealt with accusations that the company was discriminatory and hypersexualizing the youth. Although ANF took several steps to do damage control, it never fully recovered from its controversies. However, ANF could solve its problem by implementing a new strategic communication plan that could recover old customers and even attract new ones. ANF 's mission statement is as follows: “Abercrombie and Fitch focuses upon high-quality merchandise that compliments the casual classic American lifestyle.” While there is nothing unique about ANF 's clothing, the company has been able to brand itself as a “casual luxury.” In other words, ANF is able to charge consumers extra for ordinary clothes simply for because ANF promotes its clothes as meant for
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