Abercrombie & Fitch Case Study Essay Example
Abercrombie & Fitch Case Study
Abercrombie & Fitch is one of the leading clothing companies in the world. They manufacture
and sell apparel that target the 18-24 year old demographic who represent the “All-American
Look.” Many people argue about the definition of what is “All-American,” since the United
States continues to evolve and include many different cultures and races. Abercrombie & Fitch
has been successful for over 100 years, but recently has come under constant scrutiny about its
hiring practices.
Company Overview
Abercrombie & Co. was founded by David Abercrombie on June 4, 1892. In 1900, Ezra Fitch
joined the company and it then became known as Abercrombie & Fitch. Since the very
beginning, the two did not see eye to eye on the direction that they wanted to take the company.
Abercrombie wanted to sell outdoors gear and apparel, while Fitch wanted to sell more
mainstream clothing. After years of feuding, Abercrombie left the company in 1907.
Despite his departure, the company continued to grow without Abercrombie. Fitch still kept the
outdoor feel of the company – a campfire was burning in one corner of the store. He also sold
hunting, fishing, and camping gear, but also sold clothing for the average person.
In 1909, Abercrombie & Fitch started a mail-order catalog. The 456 page catalog was mailed out
to 50,000 customers, and included many of the same items that were sold in the store. In addition
to merchandise, the catalog included articles and advice columns. Although the cost of the
catalog almost caused the company to claim bankruptcy, it was an effective marketing tool and
increased their sales.
The company kept expanding and opening up stores in a few different locations. A flagship store
was opened in 1917 on Madison Avenue in New York. At the time, this was their largest store.
In the basement there was a shooting range, on the mezzanine there were items
Abercrombie & Fitch is one of the leading clothing companies in the world. They manufacture
and sell apparel that target the 18-24 year old demographic who represent the “All-American
Look.” Many people argue about the definition of what is “All-American,” since the United
States continues to evolve and include many different cultures and races. Abercrombie & Fitch
has been successful for over 100 years, but recently has come under constant scrutiny about its
hiring practices.
Company Overview
Abercrombie & Co. was founded by David Abercrombie on June 4, 1892. In 1900, Ezra Fitch
joined the company and it then became known as Abercrombie & Fitch. Since the very
beginning, the two did not see eye to eye on the direction that they wanted to take the company.
Abercrombie wanted to sell outdoors gear and apparel, while Fitch wanted to sell more
mainstream clothing. After years of feuding, Abercrombie left the company in 1907.
Despite his departure, the company continued to grow without Abercrombie. Fitch still kept the
outdoor feel of the company – a campfire was burning in one corner of the store. He also sold
hunting, fishing, and camping gear, but also sold clothing for the average person.
In 1909, Abercrombie & Fitch started a mail-order catalog. The 456 page catalog was mailed out
to 50,000 customers, and included many of the same items that were sold in the store. In addition
to merchandise, the catalog included articles and advice columns. Although the cost of the
catalog almost caused the company to claim bankruptcy, it was an effective marketing tool and
increased their sales.
The company kept expanding and opening up stores in a few different locations. A flagship store
was opened in 1917 on Madison Avenue in New York. At the time, this was their largest store.
In the basement there was a shooting range, on the mezzanine there were items