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Abercrombie Case Study

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Abercrombie and Fitch

Abercrombie &Fitch is an American fashion retailer, that sells what they call « casual luxury » apparel for men, women and children under five concepts Abercrombie & Fitch, abercrombie, Hollister, Gilly Hocks and Ruehl No.925, with the main target group being teenagers. From being just one store, the brand prospered to be one of the strongest in the speciality retail market, and now consists of over 1100 stores mainly in the US and Canada, but also in the UK, Italy, Japan, Germany and Spain. They will now expand to even more countries with plans to open up in France, Sweden, Croatia, Denmark, Ireland and China.
Abercrombie & Fitch was founded in 1892 in New York by David T. Abercrombie. In the beginning, outdoor and sporting equipment was sold in the one and only store located in lower Manhattan. Ezra Fitch was a lawyer that was dedicated to trekking, who convinced David Abercrombie to let him become a partner in 1900, and the name was then changed to Abercrombie & Fitch. The relationship between Abercrombie and Fitch was not very good, and in 1907, Abercrombie left the company. In the 1960s A&F went bankrupt, and was purchased in 1988 by the Limited Inc, that developed the company to be the lifestyle brand it is today.
The image of this brand is being an internationally known near-luxury lifestyle concept. Abercrombie & Fitch is a fashion company, and its success lies on its ability to anticipate new fashion trends and adapt its product in order to accommodate those. Using only high-grade and exclusive materials like the pima cottons, cashmere and high quality leather, allows A&F to price the apparel at near-luxury levels. The advertising of the brand is based on word of mouth and not so much on traditional advertising. The employees are the most important part of the marketing, and a mean of advertising itself....

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