Abercrombie and Fitch Is a Fashion Company That Primarily Target Young People
Retail Marketing
Exam Synopsis
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Group 11
Due on December 7th 2010
Pages of written text: 5
Table of Content
• 1.1 Introduction 3 • 2.1 Marketing Strategy 3 • 2.2 Europe 4 • 2.3 Abercrombie and Fitch in Japan 4 • 2.3 Problem statement 1 5 • 3.1 Store layout and employee style 7 • 3.2 Problem statement 2 7 • 4.1 Pricing Strategy 8 • 4.2 Problem Statement 3 8 • 5.1 Bibliography 9
1.1 Introduction
Abercrombie and Fitch is a fashion company that primarily target young people. They are known for having an all-American style; country, sporty and fashionable. What Abercrombie and Fitch is perhaps even more known for is the unique set-up in every single store. The stores are dark, with spotlights on the clothes, very loud popular music is playing, their own perfume runs through the venting system and are sprayed onto the clothes, and the employees are casted to match the look of the all-American image.
The store was founded by David T. Abercrombie the 4th of June in 1892, as a small shop in Manhattan NY. A regular customer lawyer Ezra Fitch, acquired an interest in the company, and moved it to a larger area on Broadway.
Fitch implemented his own ideas of how to run the company, and his name was added to the company name. David T. Abercrombie and Ezra Fitch could not agree on how to run the company, which resulted in Ezra Fitch buying up the entire firm.
Today the fashion store has 1035 stores in America, Canada, Japan, Italy, England, and the newest one recently opened on Købmagergade in Copenhagen, on November 4th 2010.[1]
2.1 Marketing strategy
The way Abercrombie and Fitch is being marketed is that it is an upscale lifestyle concept brand directed towards teenagers and young adults. They have an idea of how the concept of Abercrombie and Fitch clothing should be perceived and are not prepared to commit to any changes
Exam Synopsis
[pic]
[pic]
Group 11
Due on December 7th 2010
Pages of written text: 5
Table of Content
• 1.1 Introduction 3 • 2.1 Marketing Strategy 3 • 2.2 Europe 4 • 2.3 Abercrombie and Fitch in Japan 4 • 2.3 Problem statement 1 5 • 3.1 Store layout and employee style 7 • 3.2 Problem statement 2 7 • 4.1 Pricing Strategy 8 • 4.2 Problem Statement 3 8 • 5.1 Bibliography 9
1.1 Introduction
Abercrombie and Fitch is a fashion company that primarily target young people. They are known for having an all-American style; country, sporty and fashionable. What Abercrombie and Fitch is perhaps even more known for is the unique set-up in every single store. The stores are dark, with spotlights on the clothes, very loud popular music is playing, their own perfume runs through the venting system and are sprayed onto the clothes, and the employees are casted to match the look of the all-American image.
The store was founded by David T. Abercrombie the 4th of June in 1892, as a small shop in Manhattan NY. A regular customer lawyer Ezra Fitch, acquired an interest in the company, and moved it to a larger area on Broadway.
Fitch implemented his own ideas of how to run the company, and his name was added to the company name. David T. Abercrombie and Ezra Fitch could not agree on how to run the company, which resulted in Ezra Fitch buying up the entire firm.
Today the fashion store has 1035 stores in America, Canada, Japan, Italy, England, and the newest one recently opened on Købmagergade in Copenhagen, on November 4th 2010.[1]
2.1 Marketing strategy
The way Abercrombie and Fitch is being marketed is that it is an upscale lifestyle concept brand directed towards teenagers and young adults. They have an idea of how the concept of Abercrombie and Fitch clothing should be perceived and are not prepared to commit to any changes
Bibliography: http://connery.dk/abercrombie-og-fitch-til-koebenhavn.2844.html Published: May 19th, 2008 Retrieved: November 22nd, 2010 AFjustice.com http://www.afjustice.com/ Retrieved: December 4th, 2010 Published: February 4th, 2010 Retrieved: December 4th, 2010 Retrieved: December 3rd, 2010 Time Magazine www.time.com/time/business/article/0,8599,1918160,00.html?xid=rrs-business Published: August 25th, 2009 Retrieved: December 3rd, 2010 Columbus Business First www.bizjounals.com/columbus/stories/2009/05/story4.html Published: May 11th, 2009 Retrieved: December 3rd, 2010 Reuters.com www.reuters.com/article/idUSTRE68882OZ20100909 Published: September 9th, 2010 Retrieved: December 3rd, 2010 Books: Michael Levy, Bartin A. Weitz, 2009, Retail Management, 7th edition, McGraw-Hill Irwin -----------------------