Marketing Analysis : Abercrombie & Stitch

Abercrombie & Fitch is one of the leading clothing companies in the world. They manufacture

First research objective was to determine whether it is profitable for J.Crew to shift their brand focus to a ‘sustainablity’ business model instead of resuming their position in the fast fashion industry.

Gildan Activewear is a manufacture and marketer of branded clothing with their headquarters located in Montreal, Québec. They were founded in 1984 but have become one of the most well known t-shirt manufactures in the world, with revenue reaching $1.95 billion in 2012. Along with their t-shirts, they also make socks and underwear, and have licensing agreements with Under Armor and New balance. The have an extensive quality management process to make sure that only quality products reach their customers. This paper will focus on their quality management processes at the national distribution center in Eden, North Carolina, which is the last stop before the product reaches the retailers.

Abercrombie & Fitch (A&F), an American retailer that concentrates on upscale casual wear for young consumers, which was founded in Manhattan, New York City in June 4, 1892 by two young minds of David T. Abercrombie and Ezra Fitch. Beginning with a rough journey of selling sporting outfits and excursion goods such as fishing and hunting equipment, A&F had to file bankruptcy in 1977. Soon thereafter, the company was revived after Jake Oshman, owner of Oshman Sporting Goods, bought A&F in 1978. A&F was relaunched as a mail-retailer company specializing in hunting wear and novelty items, but was bought by The Limited ten years after its revival. The gradual shift to focusing on apparels for young consumers began when A&F was a subsidiary of Limited Brands, and since then, A&F has grown to become one of the largest apparel firms in the United States. In 1998, A&F launched Abercrombie Kids, targeting consumers from age 7-14, which further increases its revenue. In 1999 to early 2000s, A&F’s sales skyrocketed as it hit its zenith, by portraying A&F clothing as the “coolest thing” through billboard-winning song that compliments A&F in the lyrics, as well as other advertisements. Furthermore, A&F launched a subsidiary called Hollister to tackle similar age group of target audience but with lower income. This expansion to dominate the market of teenagers through consideration of other demographic factor, namely income, was exceptional for A&F’s revenue. Presently, A&F focused on

Abercrombie & Fitch stores designs it retail stores from a multi-sensory point of view to get consumer’s to buy there products. Abercrombie & Fitch stores typically is known for its dim lighting, loud background music, and it ambient scents to enable a more youthful clientele and a fresher image. In the store, there are mannequins for both genders that usually runs from the storefront through the middle of the store, which showcases key trends and ideas for the current season. Also, there collections are merchandised to inspire the customer and showcase how pieces can be mixed together.

The children’s fashion retailer’ sell children’s clothing, 14 years and younger. Their market are parents, grandparents, teens or the children and infant’s relatives. They can be segmented into smaller age groups.

Abercrombie & Fitch ANALYSIS REPORT Fundamentals Of Retail Design Group 03 Erik, Herr | I-Chu, Liao | Karan, Shah Kuan-Ling, Tseng | Chen-Hua, Wang ABSTRACT This report intends to analyze the unique brand values, the distinct marketing strategies and the compelling competitive dynamics of Abercrombie & Fitch (A&F), the noted American retailer of casual luxury wear. The purpose of this analysis being to understand the context and motives that drive brand A&F; to draw insights from it‘s past and current strategies and use these to launch a, new sneaker offer‘ within it‘s existing product ensemble. For doing this, we‘ve researched the story of the brand; it‘s original and potential target market, it‘s financial

Of the hundreds of named brand clothing that form part of the retail and fashion industry I chose to compare, for my analysis, Abercrombie & Fitch, Forever 21, American Eagle, and H&M. These stores are prominent, well-known for selling apparel, shoes, and accessories by the means of offering sales and promotions to their customers. This is a clever strategy for attracting customers, allowing them to believe that they bought goods at affordable, convenient prices – and not to mention the prestigious name prescribed to the clothing brands. Using keyhole.co as my main source, I obtained relevant and valuable information regarding the status of these brands. My intentions were to compare a period of 14 days, however, due to the limited access that I received from my free trial, the program only allowed me to see fewer of the dates than I anticipated. I want to take this opportunity and mention ahead of time that due to the various and distinctive products that are sold from these stores, when looking for the “spending capacity” I decided to focus on shirts/ jeans for men and women and compare the prices among them since each of these retailers carry those items and as a way to make this report easier to contrast and comprehend. Also, when approaching the section of “setting”, I screen-shotted some of the images on Instagram and made them into a collage to separate the type of clothes and trends that each of these brands sell currently. In the following modules

Abercrombie and Fitch has become a household name and you can find one of their three division stores in your local mall and or shopping center. The stores under Abercrombie and Fitch are Hollister and Gilly Hicks Brand. I have conducted an analysis that illustrates the strengths and weaknesses of Abercrombie and Fitch. This company strives off of their strengths, which included customers having great accessibility each of their divisions. They have a higher profit after they were able to close some of their stores to focus on their stores that high profitability and revamping those. Abercrombie and Fitch were able to get high brand names such as Ralph Lauren to help bring a fresh new style into the store that in turn doubled the net income

Ease or difficulty of shopping: J. Crew’s website allowed for easy shopping. The home page offered several ways to shop. You had the option of choosing a specific category such as women’s pants, you could browse through the “wear to work” collection they have put together, or you could have used the search bar that was provided to search for a specific item.

The author of this article examines creative culture and societal changes that are making organizations rethink their view on creativity as well as to integrate knowledge of the creative procedure to their own frame of reference, focusing on exploring the 3 primary areas; social trends, creativity and advocacy, whilst also exhibiting deliberation for the intermingling of said themes and exhibits a clear-cut view that creativity and the creative procedure are imperative to the enrichment of the person, corporation and humanity, especially in current times.

Despite Abercrombie & Fitch’s efforts to win back loyal consumers with their new rebranding initiative, the company continues to experience a decline in annual revenue and dismal growth coupled with a poor return on investment, making it a risky investment option for potential shareholders. According to the company’s annual report, Abercrombie & Fitch saw a decline in revenue from $4,116.90 billion in February 2014 to $3,744.03 billion in 2015 with fourth-quarter revenues falling nearly 14% to $1.12 billion (Abercrombie & Fitch 41). The company contributed its dismal report to a decrease in the number of operational stores at the end of Q4 fiscal 2014, weak consumer demand for both Hollister and Abercrombie & Fitch, slowing growth in

While the company may be seeing the start to its decline, past years are proof that Abercrombie and Fitch have made a good name for themselves. How does the industry operate one might ask? There are many sides to the coin when it comes to determining how this company functions, but let’s start with its

According to Keyton, organizational culture is "the set of artifacts, values, and assumptions that emerges from the interactions of organizational members" (Keyton, 2014, p. 550). Over the past few years, past and potential employees of the clothing brand Abercrombie & Fitch (A&F) have taken to the media to explain the negative organizational culture that exists within the company. The management values and company policies that create this “image-obsessed culture” have led to multiple human rights lawsuits, which has damaged the reputation of Abercrombie & Fitch globally (Benson, 2013).

Japanese retail chain Uniqlo uses a lot of different forms of marketing techniques to create high level of awareness to their consumers. Since its establishment, they have been constantly emphasizing on Cause Marketing as well as Direct Marketing. This had posed a clear inference that Uniqlo is working in a rather smart and analytical behaviours.