Abercrombie & Fitch - Essay Example

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 messageThe 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