Abercrombie and Fitch Swot Analysis

Abercrombie and Fitch – SWOT ANALYSIS BY VIDHI SHETH (FD4.1) Abercrombie Fitch (ANF) is a US-based chain retailer of casual apparel and accessories. The company's trademark brands include Abercrombie & Fitch, Abercrombie, Hollister, and RUEHL. Abercrombie & Fitch Co. sells its products at primarily mall-based retail locations, as well as through online stores and catalogues. Abercrombie & Fitch prides itself in being the most successful specialty retailer in operation today. Their casual, classic, all-American lifestyle brand of clothing is synonymous with quality. Abercrombie & Fitch does not franchise its stores. We believe strongly that the only way to provide the genuine Abercrombie & Fitch experience is to do it ourselves. Abercrombie & Fitch guarantees all of its products for fit, feel and quality. Strengths * Solid financial position * Good quality clothing * Good looking employees, attracts crowds * Loyal customer base, A&F Juniors generally graduate to A&F * Effective marketing strategy, targeting a niche brand of trendy prep school students * Strong market position, early mover advantage * Good reputation - brand recognized internationally Weaknesses * Controversial marketing strategy--pictures are too provocative, some people have objections * High cost structure * Over priced product * Limited customer base, too narrowly focused * Stores are over crowded * Poor lighting in stores * Reached market potential in the USA * Young consumers, spending power is debatable * Same store sales, do not franchise or open in department stores

Opportunities

* Online-commerce business has recently been launched and has wide potential * Create discount stores * Emerging markets growth for new customer types * Expand product/service lines * Expand internationally outside US/Europe core * Expand limited