1. Abercrombie and Fitch
Dave Dalisky Erika Baker Ryan Bizon

2. 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

3. A&F Target Market Straight from the horse’s 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 good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don't market to anyone other than that."
CEO, Mike Jeffries

4. 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

5. A&F Product Mix “Casual Luxury”
Exclusive Distribution: Private Label Brand
Brands: Abercrombie, Ezra Fitch
Men’s and Women’s
Jeans
Tees and Tank Tops
Sweatshirts
Outerwear
Underwear
Perfume
Accessories

6. A&F Competitors Intratype American Eagle The Gap Old Navy
Banana Republic
Hollister
J Crew
Intertype
Macy’s
Nordstrom
Target

7. 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 décor that A&F has been able to capitalize on their target market’s value of exclusivity and youthful spirit

8. 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

9. 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

10. A&F Store Design “In-store experience”

11. A&F Store Design “In-store experience”

12. A&F Store Design “In-store experience”
Free Form Design
Divided into Men’s and Women’s
Merchandise displays
Tables, Racks, Walls, T-Stands, Closets, Mannequins, Window Displays
Meticulously Maintained

13. 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

14. 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

15. A&F Promotional “Issues”
Racial Prejudice
Lack of Diversity
Corporate Clause
Boycotts

16. A&F Bibliography
Abercrombie & Fitch. (2004). A&F careers. Retrieved October 6, 2006, from
Collins, Sean (2001, July 29). Quarterly concern: the boycott of Abercrombie and Fitch. Disinformation. Retrieved February 27, 2007, from
Denizet-Lewis, B (2006, January 24). The man behind abercrombie and fitch. Salon.com. Retrieved October 6, 2006, from
Driscoll, M. (2006, October 30). Abercrombie & fitch: power shopper. Business Week. Retrieved November 1, 2006 from
Driscoll, M. (2003, October 21). Abercrombie & fitch: priced to buy. Business Week. Retrieved November 1, 2006 from
Edelson, S. (2005, March 11). A&F: bolster for upmarket push [electronic version]. WWD. 189, 2.
Emert, C. (1999, October 20). Old navy’s model plan reasonable prices, lively stores, offbeat ads fuel the gap’s powerhouse division. San Francisco Chronicle. Retrieved February 4, 2007 from
Gap. Inc. (2007). Our brands – old navy. Retrieved February 6, 2007 from
Huang, L. (2001, October 29). Old navy - a retail success story. Reporter Web. Retrieved February 3, 2007, from
Jaques, T. (2007, February 16). Personal interview with Tyler Jaques, Manager.
Levy, M., & Weitz, B.A. (2007). Retailing Management.New York: McGraw-Hill/Irwin.
Manning-Schaffel, V. (2004, November 1). Abercrombie & fitch – second skin. Brandchannel.com. Retrieved February 10, 2007 from
O'Loughlin, S. (2006). Can Gap's ailing Old Navy concept right its ship. Brandweek, 47,
Retrieved November 20, 2006, from
Morrison, P. (2007, February 16). Personal interview with Paul Morrison, Manager.
Sauer, A. (2004, March 29). Old navy: Full sales. Brandchannel.com. Retrieved February 12, 2007 from
Shaw, H (2006, May 27). Racy new kid at the mall. National Edition, FP5. Retrieved October 6, 2006, from
Tosh, M. (1995, November 1). Gap's drexler: saluting old navy. WWD. Retrieved February 3, 2007, from file://C:DOCUME~1LOCALS~1TempC27OPXVT.htm.
Vargas, D. (2004, July 7). Abercrombie & fitch tone down promotions. Arizona Daily Star. Retrieved February 10, 2007 from
Wikipedia.org (2007). Abercrombie & Fitch. Retrieved October 12, 2006 from
YahooFinance. (2006). Form 10-q for abercrombie & fitch co/de/. Retrieved November 1, 2006, from