Abercrombie & Fitch Men's Clothing

Slide 1: 

1 Present the proper way science and technology, Gothic production

Company History : 

Company History 2 Present the proper way science and technology, Gothic production

Michael Jeffries : 

Became CEO in 1992 Created the look of A&F Michael Jeffries 3 Present the proper way science and technology, Gothic production

Competition : 

Competition Present the proper way science and technology, Gothic production

Product Image : 

Product Image Present the proper way science and technology, Gothic production

Controversy as Marketing Tool ? : 

A&F purposely created controversy and engaged in risky practices to attract attention, draw in shoppers, and sell more products. A&F doesn’t really care about backing away from controversy. “Free Advertising Gig” Controversy as Marketing Tool ? 6 Present the proper way science and technology, Gothic production

Diversity Marketing and theory : 

Diversity Marketing and theory Gothic 7 Present the proper way science and technology, Gothic production

Law Suit Issues: : 

Law Suit Issues: 8 Present the proper way science and technology, Gothic production

Diversity Commitment : 

Increasing and promoting diversity. Recruiting strategy. Managers-in-training are now more racially and ethnically diverse. Supporting organizations that value academic excellence. Diversity Commitment 9 Present the proper way science and technology, Gothic production

RecommendationsDiversity and Ethics : 

RecommendationsDiversity and Ethics 10 Present the proper way science and technology, Gothic production

Financial Operation : 

Financial Operation Gothic 11 Present the proper way science and technology, Gothic production

Financial Operation : 

Financial Operation 12 Present the proper way science and technology, Gothic production

RecommendationsFinancial Operation : 

13 RecommendationsFinancial Operation

Financial Summary : 

Financial Summary 14 Present the proper way science and technology, Gothic production

Selling Abilities : 

Selling Abilities Same-store sales across all Abercrombie’s brands largely decreased Abercrombie has been reluctant to cut price 15

Operating Challenges : 

Operating Challenges 16

Growth Opportunities : 

Growth Opportunities 17

Target Market and Global : 

Target Market and Global Gothic 18 Brands and Target Markets

Slide 19: 

Abercrombie: ages 7-14 Hollister Company: high school students Abercrombie & Fitch: college students Brands and Target Markets 19

Slide 20: 

35 million teens in the United States Multiple revenue streams No financial obligations Brands and Target Markets

Slide 21: 

21 RecommendationsTarget Market

Marketing : 

Marketing Gothic 22

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. Marketing Strengths/Opportunities 23

Marketing Weaknesses/Threats : 

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 24

RecommendationsMarketing : 

25 RecommendationsMarketing

Thank You : 

Thank You 26 Gothic