Abercrombie and Fitch

Dave Dalisky

Erika Baker

Ryan Bizon

A&F Evolution
1892 David Abercrombie opened doors Catered to the outdoor needs of the sporting elite; supplying fishing, hunting and camping gear 1900 Ezra Fitch joined Abercrombie sold to Ezra broadened market 1970 filed bankruptcy 1988 The Limited acquired business collegiate crowd new target market 1992 sold to Mike Jeffries visionary of company

A&F Target Market

Straight from the horses mouth
A lot of people don't belong [in our clothes], and they can't belong. Are we exclusionary? Absolutely. Those companies that are in trouble are trying to target everybody: young, old, fat, skinny. But then you become totally vanilla. You don't alienate anybody, but you don't excite anybody, either."

We hire good-looking people in our stores. Because goodlooking people attract other good-looking people, and we want to market to cool, goodlooking people. We don't market to anyone other than that."
CEO, Mike Jeffries

A&F Target Market

Demographics Male and female between 18-24 yrs. Lean on parents for financial sustenance Budget for a moderate to better wholesale price zone Primarily in US, but also in Canada where retail stores are located

Psychographics Good-looking, casual, charismatic Privileged All-American Pride is taken in their exclusive crowd Camaraderie and sex appeal Take pleasure in group settings and activities Friends most important Actions speaks louder than words

A&F Product Mix

Casual Luxury
Exclusive Distribution: Private Label Brand
Brands: Abercrombie, Ezra Fitch
Mens and Womens Jeans Tees and Tank Tops Sweatshirts Outerwear Underwear Perfume Accessories

A&F Competitors

Intratype American Eagle The Gap Old Navy Banana Republic Hollister J Crew Intertype Macys Nordstrom Target

A&F Store Design

In-store experience
The in-store experience is the primary mode of
advertising for the company

It is through their store layout and dcor that A&F has been able to capitalize on their target markets value of exclusivity and youthful spirit

A&F Store Design

In-store experience

Sales Staff = Brand Reps Models

Purpose is to epitomize the lifestyle of the company and reinforce it through action and dress Hired based on their ability to represent brand rather than selling ability

A&F Store Design

In-store experience

Ambiance/Atmosphere
Club-esque
Dark/Moody Wall and Display Colors, Loud Music, Low Lighting

Exclusive Clique
Lounge Couches, Socialization

Scent
Sprayed by Brand Reps on a set schedule

Lifestyle/Image Reinforcement
A&F prints on walls, in windows, on TV

A&F Store Design

In-store experience

A&F Store Design

In-store experience

A&F Store Design

In-store experience

Free Form Design

Divided into Mens and Womens

Merchandise displays
Tables, Racks, Walls, T-Stands, Closets, Mannequins, Window Displays Meticulously Maintained

A&F Advertising & Promotion

Print Sources
Vanity Fair, Out, Rolling Stone, Interview

In-Store
Model Appearances, Wall Displays, Brand Reps

Billboards Commercials
In stores, select markets

A&F Promotion Issues

Sex-Driven Promotions
A&F Quarterly The National Coalition for the Protection of Children & Families A&F Magazine

"I think we represent sexually healthy. It's playful. It's all depicting this wonderful camaraderie, friendship, and playfulness that exist in this generation and, candidly, does not exist in the older generation." CEO, Mike Jeffries

A&F Promotional Issues

Racial Prejudice
Lack of Diversity Corporate Clause Boycotts

A&F Bibliography
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