Download - Abercrombie & fitch
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Present the proper way science and technology, Gothic production
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Company History
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Present the proper way science and technology, Gothic production
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• Became CEO in 1992
• Created the look of A&F
Michael Jeffries
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Present the proper way science and technology, Gothic production
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Competition
Present the proper way science and technology, Gothic production
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Product Image
Present the proper way science and technology, Gothic production
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• 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 ?
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Diversity Marketing and theory
Gothic
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Law Suit Issues:
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• Increasing and promoting diversity.
• Recruiting strategy.
• Managers-in-training are now more racially and ethnically diverse.
• Supporting organizations that value academic excellence.
Diversity Commitment
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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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(Stock price from Jan. 2007 to Apr. 2010)
Financial Summary
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Selling Abilities 2009 2008 2007
Total Comparable Store Sales -23% -13% -1%
Abercrombie & Fitch -19% -8% 0%Abercrombie Kids -23% -19% 0%
Hollister -27% -17% -2%
• Same-store sales across all Abercrombie’s 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
Gothic
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Brands and Target Markets
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Abercrombie: ages 7-14
Hollister Company: high school students
Abercrombie & Fitch: college students
Brands and Target Markets
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35 million teens in the United States
Multiple revenue streams
No financial obligations
Brands and Target Markets
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RecommendationsTarget Market
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Marketing
Gothic
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• 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
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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
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Gothic