Abercrombie and Fitch - External Analysis and Internal Analysis
Alternative Assessment for 2BSO601 BUSINESS STRATEGY
INTRODUCTION
Abercrombie & Fitch is an American fashion retailing company headed by president and CEO Michael Jeffries.
Abercrombie & Fitch brand focuses on offering apparel that reflected the youthful lifestyle for a target audience, which was college students, designed to encourage teamwork and creativity
On February 2007, A&F retailer operated 944 stores in 49 States, District of Columbia and Canada.
Furthermore, A&F currently operates four other brands, which are: A&F, Abercrombie Kids, Hollister Company, and RUEHL.
With the running of those four brands, the company is collectively targeting consumers of 7 through 35.
David T. Abercrombie founded the company in 1892, A&T managers promoted it as: ”The Finest Sporting Goods Store in the world”.
At its early beginnings, A&F had been an outfitter of sporting goods and rugged apparel, but also a place where individuals could learn skills and get involved in the community.
Since 1960, the company encountered continued financial losses until The Limited purchased it in 1988, when Michael Jeffries became president and chief executive of A&T launching the trademark slogan “casual luxury”, new style of Abercrombie.
This case highlights the strategy of Abercrombie and Fitch, an upscale sporting good retailer who has turn into a leader in trendy apparel. In order to find the key issues, both internal and external analyses will be drawn and the company business strategy will be described.
CONTEXT IDENTIFICATION
• External analysis and Internal analysis
SWOT
• Strengths:
The A&F company strengths stand, firstly, in its strong brand portfolio.
The retailer managed four brands: A&F, Abercrombie, Hollister Company and Ruehl, which make them able to target a population from 7 to 35 years old.
The company has also gained a strong brand image, because of its uniqueness as a “casual luxury” brand and thanks to its stores design, which are
INTRODUCTION
Abercrombie & Fitch is an American fashion retailing company headed by president and CEO Michael Jeffries.
Abercrombie & Fitch brand focuses on offering apparel that reflected the youthful lifestyle for a target audience, which was college students, designed to encourage teamwork and creativity
On February 2007, A&F retailer operated 944 stores in 49 States, District of Columbia and Canada.
Furthermore, A&F currently operates four other brands, which are: A&F, Abercrombie Kids, Hollister Company, and RUEHL.
With the running of those four brands, the company is collectively targeting consumers of 7 through 35.
David T. Abercrombie founded the company in 1892, A&T managers promoted it as: ”The Finest Sporting Goods Store in the world”.
At its early beginnings, A&F had been an outfitter of sporting goods and rugged apparel, but also a place where individuals could learn skills and get involved in the community.
Since 1960, the company encountered continued financial losses until The Limited purchased it in 1988, when Michael Jeffries became president and chief executive of A&T launching the trademark slogan “casual luxury”, new style of Abercrombie.
This case highlights the strategy of Abercrombie and Fitch, an upscale sporting good retailer who has turn into a leader in trendy apparel. In order to find the key issues, both internal and external analyses will be drawn and the company business strategy will be described.
CONTEXT IDENTIFICATION
• External analysis and Internal analysis
SWOT
• Strengths:
The A&F company strengths stand, firstly, in its strong brand portfolio.
The retailer managed four brands: A&F, Abercrombie, Hollister Company and Ruehl, which make them able to target a population from 7 to 35 years old.
The company has also gained a strong brand image, because of its uniqueness as a “casual luxury” brand and thanks to its stores design, which are
References: Porter, M. E. (1985), Competitive Advantage: Creating and Sustaining Superior Performance, New York: Free Press. Gamble, J., Thompson A., Jr. (2009) Essentials of Strategic Management: The Quest for Competitive Advantage, New York: Mac Graw-Hill Irwin ----------------------- GAP A&F AEOS