Product details

Product details
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Case
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Reference no. 9B12A033
Subject category: Marketing
Published by: Ivey Publishing
Originally published in: 2012
Version: 2012-11-06
Length: 15 pages
Data source: Published sources

Abstract

With roots in sporting and excursion goods, Abercrombie and Fitch Co (A&F Co) has grown into one of the most well-known men and women’s retail clothing brands by 2012. From the beginning, A&F has 'stuck to (its) knitting by not trying to be all things to all people' and adopted the philosophy of creating a unique brand experience throughout each of its subsidiary brands. The company’s CEO was faced with the decision to focus attention on expanding direct-to-consumer operations and international brick and mortar stores, while closing stores domestically. The brand saw growth in sales in recent years but, in 2011, saw a drop in shares after missing Wall Street’s projected estimates. A&F Co was in an interesting position - the company had to decide where to focus its brand and which market segment it would cater toward.
Location:
Industry:
Size:
Large
Other setting(s):
2012

About

Abstract

With roots in sporting and excursion goods, Abercrombie and Fitch Co (A&F Co) has grown into one of the most well-known men and women’s retail clothing brands by 2012. From the beginning, A&F has 'stuck to (its) knitting by not trying to be all things to all people' and adopted the philosophy of creating a unique brand experience throughout each of its subsidiary brands. The company’s CEO was faced with the decision to focus attention on expanding direct-to-consumer operations and international brick and mortar stores, while closing stores domestically. The brand saw growth in sales in recent years but, in 2011, saw a drop in shares after missing Wall Street’s projected estimates. A&F Co was in an interesting position - the company had to decide where to focus its brand and which market segment it would cater toward.

Settings

Location:
Industry:
Size:
Large
Other setting(s):
2012

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