What Is Abercrombie & Fitch Marketing Strategy
Case Development
Abercrombie & Fitch
Abercrombie & Fitch (F&A) is an American specialty retailer of upscale casual apparel. It was founded by David T. Abercrombie and Ezra H. Fitch in New York City in year 1892. In year 2002, it moves to the new headquarters in New Albany, Ohio (Advameg Inc., 2017). It holds four brands which are Abercrombie & Fitch, Abercrombie Kids, and Hollister Co. and Gilly Hicks. It engages in the retailing of casual sportswear apparel, graphic t-shirts, jeans and woven pants, shorts, sweaters and outerwear, personal care products, and accessories (Dow Jones & Company, n.d.). Youth market is targeted, but men and women of all ages like it due to its portrayal of youth (Bhasin, 2016). In order to convince its consumers, it addressed a message that if they wear A&F clothing, they will also be young, athletic and attractive. The distribution channels A&F use are through its stores and via e-commerce. It has 754 stores in the United …show more content…
Bhasin, 2014). In addition to the employees who work on the sales floor were whites, the company's posters and quarterly magazine, which overwhelmingly featured white models (Greenhouse, 2003). This happens because of the managers tend to hire someone who has “classic American” look, the thinnest, tallest and whitest to represent it on its sales floor (Amodu, 2015). This has caused A&F faced several lawsuits for racial discrimination.
Carla Grubb, an African-American student at California State University at Bakersfield received an unfair treatment from Abercrombie store just because she is an African. She applied for a sales job at an Abercrombie store, but she assigned to clean the windows and vacuum and wipe mannequins (Greenhouse, 2004). Also, in 2013, majority of black employees were sent back home an hour early before their shift ended just because the former CEO, Mike Jeffries planned to have a visit at the store (Amodu,
Abercrombie & Fitch
Abercrombie & Fitch (F&A) is an American specialty retailer of upscale casual apparel. It was founded by David T. Abercrombie and Ezra H. Fitch in New York City in year 1892. In year 2002, it moves to the new headquarters in New Albany, Ohio (Advameg Inc., 2017). It holds four brands which are Abercrombie & Fitch, Abercrombie Kids, and Hollister Co. and Gilly Hicks. It engages in the retailing of casual sportswear apparel, graphic t-shirts, jeans and woven pants, shorts, sweaters and outerwear, personal care products, and accessories (Dow Jones & Company, n.d.). Youth market is targeted, but men and women of all ages like it due to its portrayal of youth (Bhasin, 2016). In order to convince its consumers, it addressed a message that if they wear A&F clothing, they will also be young, athletic and attractive. The distribution channels A&F use are through its stores and via e-commerce. It has 754 stores in the United …show more content…
Bhasin, 2014). In addition to the employees who work on the sales floor were whites, the company's posters and quarterly magazine, which overwhelmingly featured white models (Greenhouse, 2003). This happens because of the managers tend to hire someone who has “classic American” look, the thinnest, tallest and whitest to represent it on its sales floor (Amodu, 2015). This has caused A&F faced several lawsuits for racial discrimination.
Carla Grubb, an African-American student at California State University at Bakersfield received an unfair treatment from Abercrombie store just because she is an African. She applied for a sales job at an Abercrombie store, but she assigned to clean the windows and vacuum and wipe mannequins (Greenhouse, 2004). Also, in 2013, majority of black employees were sent back home an hour early before their shift ended just because the former CEO, Mike Jeffries planned to have a visit at the store (Amodu,