3. Abercrombie & Fitch Ancona, A. Y. 2005/06 Devised and assembled by: Alessandro Mazzarella Diego Zanotti

4. Who are they?

5. Who are they? David Abercrombie opened his waterfront shop, Abercrombie & Co in 1892, at no. 36 South Street in downtown Manhattan. Ezra Fitch was one of his regular customers.

6. Before he became the Fitch we all know and love, Ezra Fitch was a successful lawyer in Kingston, NY. Successful, but bored. He was more interested in spending time camping and fishing in the great outdoors and talking with the outdoorsmen who like him, bought their supplies at Abercrombie & Co.

7. Who are they? In 1904 the store is incorporated and the name is officially changed to Abercrombie & Fitch. Ezra wanted to store to have a feel out the outdoors; tents were pitched on the floor as if in use, and a campfire was built in one corner where an experience guide gave demonstration about the correct ways to bank a fire. The clerks were real outdoorsmen, and they loved to talk, trade hunting stories, and give advice on the best places to go camping and fishing.

8. Who are they? In 1909 Ezra Fitch publishes a 456-page catalog and mails 50,000 copies all over the world. These catalogs were free to customers, but they cost the company about a dollar a piece to publish and almost bankrupted the company. Fortunately the catalog was a huge success and A&F gained widespread international fame.

9. In 1927, A & F outfitted Charles Lindberg for his historic flight across the Atlantic ocean. Who are they?

10. A&F today have: 363 Abercrombie&Fitch stores 176 Abercrombie stores 249 Hollister stores 4 Ruehl stores 792 total stores across 4 brands. Who are they?

11. Client Target

12. Abercrombie & Fitch is the most successful specialty retailer in operation today. Their casual, classic, all-American lifestyle brand of clothing is synonymous with quality. Although they specifically target college students between the ages of 18-22, their appeal is universal

13. Abercrombie & Fitch have 4 brands…

14. Abercrombie & Fitch have 4 brands… Abercrombie & Fitch co. Established 1892 Rooted in East coast traditions, A & F is an aspirational men’s and women’s destination for an active campus lifestyle. Authentic vintage inspired sportswear and sexy effortless style, combine to create a signature American brand with timeless appeal

15. Abercrombie & Fitch have 4 brands… Abercrombie The aspirations of youth are brought to life by Abercrombie, that is a classic American lifestyle store for boys and girls ages 7-14. From after-school soccer to weekend sleepovers, the coolest kids in school have their own style Abercrombie style. They want to be like an older sibling, and everyone else in school wants to be like them

16. Abercrombie & Fitch have 4 brands… Hollister “Inspired by the sun-drenched spirit of California, and the surf and soul of Pacific Ocean, Hollister is an aspirational lifestyle destination for guys and girls.”

17. Abercrombie & Fitch have 4 brands… Ruehl 925 The Ruehl concept is branded out of New York City’s Greenwich Village and is displayed in the high quality clothing, leather goods and lifestyle accessories. The store structure is a West Village apartment and is highlighted by fine furniture, dim lights, modern art and classic jazz music.

18. Where are the goods produced?

19. Where are the goods produced? The home office is located near Columbus (Ohio). Twisting and turning down Fitch Path, you cross the wooden bridge to Abercrombie’s Campus. It’s hard not to notice the unspoiled beauty of workplace nestled deep in the middle of the forest.

20. From the scattered outdoor fireplaces, to the open-air work environments where walls are few and doors are fewer, you'll immediately feel one with surroundings. Where are the goods produced? As you tap your flip-flops to the beat of the music, it becomes clear that Abercrombie's home office is designed to inspire those who work there.

21. Where you can find Abercrombie & Fitch….

22. A & F shops are approximately 800, across U.S.A. and Canada. By clicking on the web site www.abercrombie.com you can easily check, in two steps, were is located the nearest store to you www.abercrombie.com

23. Where you can find A&F stores step 1: select your country step 2: select your state

24. you’ll be displayed a list of stores, with relatives addresses and telephone numbers.

25. …But the site give you also the opportunity to buy online…

26. How to buy? The innovation of Abercrombie’s online sales It’s very interesting that you can shop online choosing the product (polo, jacket, jeans, underwear), the color, the shape, the size and the quantity of the order.

27. In this case we are choosing the color of the stripes, in added we can see the price of the product and the characteristics like cotton or leather. How to buy? The innovation of Abercrombie’s online sales

28. What is more casual than a jeans jacket? Select the version that you want to have and click on add to bag… How to buy? The innovation of Abercrombie’s online sales

29. The next step is to choose the quantity: A & F don’t apply quantity or delivery discount How to buy? The innovation of Abercrombie’s online sales

30. After you have chosen the products to buy, you can check them in the view bag, then you can decide to checkout or go back shopping. It’s important that A&F keep a safe privacy policy, and all transaction are safe and secure.

31. Every moment you like, you can check how close your purchase is to your mailbox “Order Tracking” is another service provided by A &F.

32. How to buy? The innovation of Abercrombie’s online sales How to characterize an A & F product? It’s easy: all A & F products are marked with the A & F logo, a Canadian elk!

33. College recruitment & job opportunities

34. College recruitment Every year, A & F make college recruitment, all over the states. In the web site, you can find what kind of employment are offered and when A & F recruiters are coming to your college (obviously, if you are an American student!)

35. Job opportunities Anyway, if you are not a student on the section “job opportunities”, every week, the home office expose the available job employment

36. That’s all…