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Abercrombie & Fitch
ABERCROMBIE & FITCH CASE STUDY
COMPANY PROFILE Abercrombie & Fitch Co. is a leading specialty retailer encompassing three concepts Abercrombie & Fitch, Abercrombie, and Hollister Co. The company focuses on providing high-quality merchandise that compliments the casual classic American lifestyle. The merchandise is sold in retail stores throughout the United States and through catalogs. The company also operates an e-commerce website at www.abercrombie.com, a kids website at www.abercrombiekids.com, and publishes a magalog called the A&F Quarterly. Abercrombie & Fitch, which targets ages 18 through college, went public in October 1996 and spun-off from The Limited in May 1998. abercrombie kids (ages 7 - 14) was introduced in 1997. The latest concept, Hollister Co. was introduced in July 2000, and targets 14 - 18 year olds. BUSINESS CHALLENGE For the past two years Abercrombie has entrusted its order management, customer service and fulfillment needs of the direct side of the business to CommercialWare. CommercialWare’s robust CWDirect solution successfully captures a wealth of transactional data from the thousands of orders processed. The real challenge for Abercrombie is to turn this vast amount of transactional data into information that can be used to make better business decisions, and do so in a cost effective manner. Abercrombie was looking to easily answer the fundamental questions that would help them to grow their direct business: What are my best performing items for the year? Who are my most profitable customers? “We were processing 5000-6000 orders a day and capturing a lot of information with these orders,” said Todd Trilling, Director of Catalog Systems. “We needed to gain visibility into the transactional data in order to make better strategic business decisions.” SOLUTION When CommercialWare introduced CWData, Abercrombie...

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