Abercrombie & Fitch Women's Clothing

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Gothic production
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Company History
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Michael Jeffries

• Became CEO in 1992
• Created the look of AF

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Competition
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Product Image
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Controversy as Marketing Tool ?

• AF purposely created controversy and engaged in
  risky practices to attract attention, draw in
  shoppers, and sell more products.
• AF doesnt really care about backing away from
  controversy.
• Free Advertising Gig

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Diversity Marketing and theory

• Gothic

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Law Suit Issues
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Diversity Commitment

• Increasing and promoting diversity.
• Recruiting strategy.
• Managers-in-training are now more racially and
  ethnically diverse.
• Supporting organizations that value academic
  excellence.

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RecommendationsDiversity and Ethics
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Financial Operation

• Gothic

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Financial Operation
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RecommendationsFinancial Operation
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Financial Summary
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Selling Abilities

• Same-store sales across all Abercrombies brands
  largely decreased
• Abercrombie has been reluctant to cut price

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Operating Challenges
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Growth Opportunities
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Target Market and Global
Brands and Target Markets

• Gothic

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Brands and Target Markets

• Abercrombie ages 7-14
• Hollister Company high school students
• Abercrombie Fitch college students

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Brands and Target Markets

• 35 million teens in the United States
• Multiple revenue streams
• No financial obligations

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RecommendationsTarget Market
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Marketing

• Gothic

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Marketing Strengths/Opportunities

• Store Experience Sight, Smell, and Sound.
• Product reflects the All American Look target
  market is seeking.
• Low Advertising Costs Word-of-Mouth Advertising
• Controversy creates awareness and free
  advertising.
• Clothing is Aspirational because of how its
  portrayed by the models/employees/etc.

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Marketing Weaknesses/Threats

• Aspirational Pricing Broken Business Plan
• Competition Offering similar if not identical
  products at a fraction of the cost. (American
  Eagle, Gap)
• Controversy can effect brand name / image

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RecommendationsMarketing
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Thank You
Gothic
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