StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

Abercrombie & Fitch - Essay Example

Comments (0) Cite this document
Summary
Abercrombie & Fitch was founded in 1892, it is a retail store that deals with casual luxury clothing.Its headquarters are in Ohio USA ,this store has been sold and resold many times in the past. …
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER91.2% of users find it useful
Abercrombie & Fitch
Read TextPreview

Extract of sample "Abercrombie & Fitch"

Abercrombie & Fitch Abercrombie & Fitch was founded in 1892, it is a retail store that deals with casual luxury clothing. Its headquarters are in Ohio USA , this store has been sold and resold many times in the past. Abercrombie & Fitch outfitted wealthy people America's most influential leaders and also celebrities. David Abercrombie started a small shop which was dedicated to selling only the highest quality camping, fishing and hunting gear. In 1900 Ezra Fitch expressed a desire to buy into the growing company, Abercrombie accepted and Fitch joined as a partner. But the two men were hot tempered and quarreled frequently and in 1907 Abercrombie sold his share in the company.
In 1909 Fitch strategize on the companies expansion by mailing 50,000 catalogues. This almost made the company bankrupt but later proved a profitable marketing device. In 1928 Fitch retired from the company.
In 1962 the company had opened stores in Chicago and San Francisco and in the early 70's opened stores in New Jersey Colorado and Oakbrook.
Generations include, the lost generation (1920-1930), the silent generation (1925-1945), the baby boom generation(1945-1965). The Baby Busters(1953-1965) Generation Jones(1964-1970) and the internet generation.
(http://www.saintmarys.edu/berdayes/vincehome/courses/comm303/student%20projects/finchness/history.html)
Measuring actual Campaign Effectiveness
How many people does the first generation tell
According to the above statement the company mailed 50,000 copies to consumers in the year 1909, this can be seen as the first campaign to market their products. This strategy almost made the company bankrupt but it later proved profitable.
How many people does the second generation tell
The second generation seemed to concentrate much on expansion to other area areas, this is the period in 1960 when the company opened branches in San Francisco and Chicago.
How many people does the third generation tell
The third generation also involved the further expansion to other areas. This involved establishing markets all over the United State and other continents. Therefore more people were aware of of existing products.
How many people does the fourth generation tell

This is the internet generation and advertisement and sales are made easier through the internet. In this generation the company has managed to capture consumers all over the world and it is now familiar to everyone in the world over the existence of certain commodities offered by the company.
How much control is lost over the message
The control in the message is lost because in the beginning of the company the aim was to sell camping and fishing gear, lately the product have changed and the company now sells different kinds of items. The company has many times be criticized for using pornographic advertisement in the past. The aim of the company in using such photos is to expand sales through persuading consumers, but this has been viewed differently by different generations. The current generation accepts the adverts but for previous generations this is seen as immorality.
.
References.
Saint Mary university website(2006): The history of Abercrombie & Fitch retrieved on 20th August available at: http://www.saintmarys.edu/berdayes/vincehome/courses/comm303/student%20projects/finchness/history.html Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Abercrombie & Fitch Essay Example | Topics and Well Written Essays - 500 words”, n.d.)
Abercrombie & Fitch Essay Example | Topics and Well Written Essays - 500 words. Retrieved from https://studentshare.org/miscellaneous/1501756-abercrombie-fitch
(Abercrombie & Fitch Essay Example | Topics and Well Written Essays - 500 Words)
Abercrombie & Fitch Essay Example | Topics and Well Written Essays - 500 Words. https://studentshare.org/miscellaneous/1501756-abercrombie-fitch.
“Abercrombie & Fitch Essay Example | Topics and Well Written Essays - 500 Words”, n.d. https://studentshare.org/miscellaneous/1501756-abercrombie-fitch.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Abercrombie & Fitch

Organisational behaviour assessment at Abercrombie & Fitch

... Organisational behaviour assessment at Abercrombie & Fitch Introduction Abercrombie & Fitch is a retail organisation that targets consumers between 14 and 30 years of age, thus providing fashions for a youth market. A&F is known for its risqué marketing efforts that continue to bring the business profit success with youth buyers, but at the same time scepticism from a variety of stakeholders in relation to its ethical advertising, sales and hiring policies. Abercrombie & Fitch operated 1,069 stores by the end of 2010, including 181 Abercrombie Kids outlets, 502 Hollister brand stores, and 18 Gilly Hicks stores in the U.S., Europe and abroad (euroinvestor.co.uk, 2011). The company further maintains revenue growth in relation to e-commerce...
12 Pages(3000 words)Assignment

Diversity Plan for Abercrombie & Fitch

... Company Overview Abercrombie & Fitch (A & F) is an American casual wear retailer that focuses on youthful consumers.The company specializes in producing “luxury casual wear” and it is among the leading retailers in the nation. Besides, it is headquartered in New Albany with several offices globally. Abercrombie & Fitch operates in the consumer clothing industry that is fiercely competitive. The main competitors of Abercrombie & Fitch include up-market clothe firms e.g Aeropostale. The teen apparel retailer has had consistent good performance in terms of profitability despite the challenging U.S. retail environment (Anna 2013). In order to increase its revenue, the company has put in place measures to ensure that it spreads out...
5 Pages(1250 words)Essay

Abercrombie & Fitch Positioning Strategy

...? and Marketing mix refers to factors and conditions that a business has control over, and which are great contributors to success of failure of the business. Positioning strategy for a brand is very important and any company that is well and able to do it has great chances of registering success (Powers and Loyka, 2010). An analysis on Abercrombie & Fitch can show how it has positioned its brand, and how effective the strategy is. This can be done using the four P’s of the marketing mix as noted by Smith, (2013), namely product, promotion, place and price. A look at the product shows that it clearly stands out. There is a lot of competition in the clothing industry, but Abercrombie & Fitch has managed to continue leading in terms...
3 Pages(750 words)Research Paper

Abercrombie& Fitch

...Abercrombie & Fitch Analysis (Marketing) Abercrombie & Fitch is a clothing store with authentic quality gear for over 100 years. It was Founded in 1892; its products are Casual Luxury Clothing. Its merchandise are sold in the brands Retail stores, catalogs, and online. As of now, the company operates 350 A&F stores in all U.S States. It was first a sporting good retailer. A&F have gone through many controversies and criticisms in the past few years for publishing immoral and sexual activities photographs performing group sex, oral sex and homosexuality in its magazines and websites. These acts were boycotted by an array of religious organizations, women's rights activities and some Asian and American groups...
2 Pages(500 words)Essay

Abercrombie & Fitch

...Marketing Abercrombie & Fitch is a specialty retailer operating in the USA and Canada. Positive and appealing brand image played a crucial role for the company's success and profitability. For a long time, Abercrombie & Fitch's brand created a complex bundle of images and experiences in the customer's mind. "Abercrombie & Fitch aggressively positioned itself as a "life style" brand - a brand that embodies the values and appeal of a desirable way of living" (Abercrombie & Fitch, wikipedia, 2006). A&F's customers integrate all their experiences of observing, using, or consuming a product with everything they hear and read about it. Information about A&F's products comes from a variety of sources and cues, including advertising, publicity...
3 Pages(750 words)Essay

The Role of a Staff Accountant - Fitch Ratings Company

...The Role of a Staff Accountant - Fitch Ratings Company In the role of staff accountant, special attention will be paid to providing contributions to the company’s continued growth. The position requires proficiency in operating within a global firm, as Fitch Ratings is currently operating offices in over 50 locations, including New York and London (UK). The staff accountant assists in the process of internal auditing, performs adequate record-keeping including daily and month-end journal entries, and must be available for participation in special team projects as mandated by the current company environment. This position reports directly to Marvin Goodells (Junior Vice President) and is operated by division leader Thelma Brackly...
2 Pages(500 words)Essay

Abercrombie & Fitch case study exam

...1. A. Explain the significance of the macro-trading environment on Abercrombie & Fitch. (20 Marks) – 100 words B. Identify, analyse and evaluate at least four current, major macro trends that are impacting on Abercrombie & Fitch’s sales performance in the UK. (50 Marks) – 100 words C. You should apply at least two models or theoretical frameworks to support your analysis. (30 Marks) – 100 words 1. Answer A. The activities, sales, and profits of Abercrombie & Fitch are likely to be influenced by the macro-trading environment in which it operates. A&F tends to play it on the safe side when it comes to making macro-trading investments. Thus far, they have watched their competitors to determine where they chose to invest, waited...
14 Pages(3500 words)Essay

Global Communications For US Brands Like Abercrombie and Fitch

...1. The Vice President, Global Communications for US brands like Abercrombie and Fitch (A&F) will frequently take on a local public relations consultancy when launching into a new territory. You are the public relations consultant hired by Abercrombie and Fitch for their UK launch. Prepare a report for the Board to include the following: (i) A discussion of the unique characteristics of the British retail culture, with an analysis of the needs, demands and concerns of the British consumer. British retailers have a good reputation for delivering low prices to their customers. But due to the high cost of rent at High Street shops, most British retailers opted to have “out of town” shopping centres because they have grown in size...
19 Pages(4750 words)Essay

Strategic Plan for Abercrombie & Fitch

...Strategic plan: Abercrombie & Fitch Table of Contents Table of Contents 1 Situation analysis 2 SWOT Analysis 2 Objectives 4 Identification of Consumers 4 Overall strategy 5 Controllable variables 5 Uncontrollable variable 5 Response to environment 6 Control 7 Evaluation 7 Works Cited 8 Strategic plan: Abercrombie & Fitch Situation analysis Abercrombie & Fitch (A&F) concentrates in providing casual wears to the young generations. The company is headquartered in Ohio and presently owns more than 400 stores in the United States (US). The company first opened its retail stores in 1892 in New York City (“Company Mission Statements - Complete List of World’s Largest Retail Missions”). A&F operates under three offshoot brands namely Gilly...
5 Pages(1250 words)Case Study

Information Management of Abercrombie & Fitch

...Abercrombie & Fitch Affiliation Abercrombie & Fitch Abercrombie & Fitch was founded in 1892, in New York,and the store was known for its elite outfitter of excursion and sporting goods, especially expensive fishing boats, tents, and shotguns. Today, A&F sells clothes for the youths where its retailing has been described as niche as an inspiring “Casual Luxury” lifestyle brand. A&F has a high profile in the public because of its ways of marketing such as advertising and corporate social responsibility. The store has ensured that its customers are satisfied by providing the goods that they want, as well as, satisfying the design and branding needs. A&F is a huge organization in the sense that, it has its headquarters in New Albany, Ohio...
10 Pages(2500 words)Case Study

Abercrombie & Fitch Internal Analysis

...Abercrombie & Fitch Internal Analysis Table of Contents Table of Contents 2 Introduction 3 I. History of Abercrombie & Fitch 3 II. Operational Policy 3 III. Key Resources and Capabilities 4 IV. Performance Analysis 6 Findings and Recommendations 7 References 9 Introduction According to Bender (2008), internal analysis is one of the strategic development tools for the organizations. It is the most significant part of developing organizational strategies as this process outlines strengths and weakness of the firm. Thus, in the current research report, an internal analysis of Abercrombie & Fitch will be done in order to investigate company’s strategies. Moreover, this study will be outlining different findings and develop potential...
6 Pages(1500 words)Essay

Abercrombie & Fitch and Next: Fashion Management Examination

... Abercrombie & Fitch and Next: Fashion Management Examination Responses Expectation Exam Question #1 Abercrombie & Fitch have experienced consecutively-increasing sales volumes every year since at least 2002 (A&F Briefing, 2008: 41). This would tend to suggest that macro trends are not necessarily impacting sales in a negative fashion, at least not to the degree where the company is witnessing sales losses leading to financial problems for the firm. However, there are four specific macro trends which, in some capacity, affect the performance of A & F: Rising costs of foreign labour, global perspectives on corporate social responsibility (CSR), international pricing expectations and consumer behaviour patterns for the young target...
15 Pages(3750 words)Case Study

Retail Marketing and Logistics at Abercrombie & Fitch

... Retail Marketing and Logistics Introduction Abercrombie & Fitch, an upscale clothing company appealing to a specific, youth demographic, is currently facing a variety of internal and external situations which serve to enhance competitive advantage and strengthen the return on investment for the firm’s marketing campaigns. Though a U.S.-based corporation, Abercrombie & Fitch (A&F) has expanded its product line into the international marketplace, establishing a reputation as a quality clothes producer in the United Kingdom and abroad. As of March of 2007, the company maintained over 530 stores, appealing to the youth aged 17 to 22 as a primary target audience. This report identifies the current positioning strategy of A&F, explores...
16 Pages(4000 words)Case Study

Marketing Planning and Promotion at Abercrombie & Fitch

...Marketing planning and promotion at Abercrombie & Fitch Introduction This marketing report highlights the different marketing strategies utilised at a major clothing retailer in the United Kingdom, Abercrombie & Fitch. This particular business generally caters to the youth demographic, using sex appeal and beauty as a means to reach their target audiences. Most of the clothing, though not necessarily spectacular in terms of casual wear in other competing companies, is priced noticeably higher as it seems that the firm tries to link pricing with brand reputation as part of marketing strategy. This report identifies areas of the marketing function at Abercrombie & Fitch (A and F), focusing on company communications, the business...
14 Pages(3500 words)Research Paper

Abercrombie & Fitch and Positioning in Milan

... Abercrombie & Fitch and Positioning in Milan Introduction Abercrombie & Fitch (A&F), a retail organisation specialising in fashion, branded products targeted at the 16-25 year old consumer demographic, is notorious for its high priced merchandise. The pricing structure utilised in its UK, US and Canadian marketplaces is based on established brand reputation with the desired youth consumer segments looking for products which fit their lifestyle appeal in relation to exclusivity and youth beauty. The company provides fashion products and accessories, competing with companies such as The Gap, Old Navy, and other brands of this calibre in the fashion industry. Abercrombie & Fitch, in the last decade, has experienced considerable...
16 Pages(4000 words)Case Study

Marketing of Abercrombie and Fitch

A&F sells its product direct-to-consumer through their own retail stores. The company operated around 1,096 stores in North America, Europe and Asia (NYSE Euronext, 2010)
This report is going to discuss the marketing plan for A&f Ltd. This marketing plan will include different types of strategic ideas with help of various models and theories. These strategies will be crafted keeping in mind the mission of the company and will be helpful to sustain and maintain its brands' image for the long run. The report will consider the present market scenario of the apparel industry and according to the situation the segmentation, targeting and positioning will be suggested. After scanning the present market, adaptable strategies...
11 Pages(2750 words)Research Paper

Marketing Management of Abercrombie & Fitch

... Abercrombie & Fitch Table of Contents Introduction 2 Value Chain Analysis and Its Importance 3 Evaluation of Value Analysis of A&F Co. and Its Result 6 Internal analysis 8 External Relationship with Suppliers, Intermediaries and Customers 10 Conclusion 11 References 13 Introduction Abercrombie & Fitch Co. (A&F) is an American based company listed in the stock exchange of New York. It is basically a retailer of casual wears and accessories. Presently it consists of four flagship brands and they are Abercrombie & Fitch, Abercrombie, Hollister and RUEHL. The company was established in the year 1892 by David Abercrombie and was later joined in by Ezra Fitch. There was a change in management in the year 1992 and it came out...
8 Pages(2000 words)Case Study

Business of Abercrombie and Fitch

... Table of Contents Introduction 2 Brand Equity and its Elements 3 Aaker’s Brand Equity Model and its role in Abercrombie and Fitch’s Brand Value Creation 4 Conclusion and Recommendations 9 References 10 Introduction Abercrombie and Fitch can be considered as one of the oldest retail and clothing organisations of the world. The company was started in the year 1892 by founder David Abercrombie in United States. The owner after a period of eight years went on a partnership with Ezra Fitch and thus from then onwards the company was known as Abercrombie and Fitch. The company successfully continued their business in the first part of the 20th Century. In around 1960s, the company went through financial challenges which called...
7 Pages(1750 words)Term Paper
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic Abercrombie & Fitch for FREE!

Contact Us