Sommaire
Company’s Overview 2
The Brands: 3
Abercrombie kids 3
Hollister 3
Gilly Hicks 3
The Product 4
Pricing Position 4
Competition 4
Porters Analysis of the competition: 6
Advertising Policy (Promotion) 7
The in store experience (Place): 7
SWOT 8
Weakness 8
Strengths: 9
Opportunity 10
Threads 10
The conditions for the Company’s exportations: 11
PEST: 12
POLITICAL: 12
ECONOMICAL 12
SOCIAL: 12
TECHNOLOGICAL 13
Economy of Brazil 13
Introduction to Brazil and it’s market 14
Appendix: 15
Company’s Overview
The American brand Abercrombie and Fitch (ANF) is a retailer selling fashionable and luxurious sportswear clothing, and accessories.
Headquartered in New Albania, Ohio; as to February 28, 2012 the company holds 1,045 stores from which 294 are Abercrombie & Fitch stores, 159 are abercrombie kids stores, 571 are Hollister Co. stores, and 21 are Gilly Hicks stores. Coming to near saturation in the American market with a preeminent domestic occupation, due to many competitors, for instance urban outfitters, or Tommy Hilfiger targeting the same segment, the trendy young pre-adults students. The company has exported its brand beyond American borders, to increase its turnover and conquer a new market where the All-American lifestyle is not well known, in the hope of becoming the leader. Established in 1892 by David T. Abercrombie and Ezra H. Fitch, the company now holds five division brands. Abercrombie and Fitch; Abercrombie kids; Gilly Hicks (Sydney only); The Hollister Co, for ages from 7 to 30.
Primarily, focusing on its image the company has created an oxymoron associating Nudity with clothing. This particular image is what they are known for among teens and young adults throughout the world....
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...US SPORTSWEAR RETAIL BRAND;
Exapanding their cuurent brand line would be a competitive advantages
Appendix:
Name Federative Republic of Brazil
Land Area 8.514.877 km²
Estimated Population (2012) 196,655,014 inhabitants
Demographic Density (2012) 22.6 inhabitants per km²
Capital Brasilia
Key Cities based on population) Sao Paulo, Rio de Janeiro, Salvador, Belo Honrizonte, Fortaleza, Porto Alegre, Recife, Brasilia
Language Portuguese
Unemployment rate (2011) 6%
Currency Real (R$)
Exchange Rate (November 2012) US$ 1 = R$ 2.0907
GPD at current market (2011)
GDP per capita (2011) US$ 2.294 trillion (+2.7%)
US$ 11.800
Trade (2010) Exports = US$ 195.5 billion
Imports = US$ 180 billion
Balance = US$ 15.5 billion
Total trade = US$ 375.5 billion
STRENGTH SWOT
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lululemon athletica’s target market is niched down to people who can afford expensive workout gear but also targets the “yoga mom” and “college girl” stereotype. lululemon athletica tends to have that “yoga mom” look to it because of the style of their clothing and the women who tend to shop at lululemon athletica since it’s a higher end brand of workout gear. At the same time, they target the “college girl” because many girls in college like to stay up with the latest trends and like being able to dress comfortable to class. Men who like working out, meditating by doing yoga, or like lounging in comfortable clothing are also a part of their target market. lululemon athletica also does not have many items with crazy colors and sayings written on their apparel, which would most likely appeal to tweens and teens, because those are not the people they are trying
American Eagle Outfitters (AEO) differentiates from its competitors because it’s a leading global specialty retailer offering latest trends that are high-quality and affordable. The source of competitive advantage is the quality of their clothes and their environmentally friendly fabrics. American Eagle Outfitters is a high-quality and inexpensive brand of their two competitors Aéropostal and Abercrombie and Fitch. AEO centers in every category of purchaser such as kids, tweens, teens, and adults. American Eagle Outfitters has further stores open globally and their product line is more assorted than its competitors and its name brand and logo is known world-wide.
I would suggest that they incorporate more diversity in their ads and campaigns to reach different ethnicities if they want to continue to expand. Also, in stores, particularly the Willow Grove, PA location, is very large and spacious. Upon entering the store it is primarily women’s apparel and accessories, as well as men’s. Maybe the company can incorporate more of its products in this location, to provide consumers with more of a product assortment.
In December 2003, Abercrombie and Fitch decided to stop issuing its quarterly magazine, which it had published in addition to its catalogs since 1997. In a statement issued at the time of the recall, Abercrombie said, "While it has enjoyed success with the Quarterly over the years, the company believes it is time for new thinking and looks forward to unveiling an innovative and exciting campaign in the spring." "We just felt it was time to retire it and come back with something that has beautiful imagery and classical photos," said Hampton Carney, company spokesman, in the Times. "... But that doesn't mean they're going to go totally conservative and lose their nerve. According to CNN.com, Abercrombie said that the recall of the magazine was due to the need for counter space for a perfume, but opponents of the catalog are saying that it was in response to protests against its racy content, such as nude models and articles about sex. Criticism is not new to Abercrombie's marketing strategies; groups such as the National Coalition for the Protection of Children and Families, the American Decency Association, and the Focus on the Family organization have protested against its sexual content for several years, according to the New York Times.
Lululemon Athletic Inc. (Lululemon) is a retail company that specializes in athletic yoga-inspired apparel for active men and woman. This company is headquartered in Canada and was founded in 1998 by Dennis Wilson. Wilson’s passion was technical athletics which resulted in him opening a studio to design yoga clothing in 2000 in Vancouver. To help pay his rent, Wilson held yoga classes at night when the design studio wasn’t being utilized. By 2011, Lululemon’s yoga apparel was being sold in over 130 stores located throughout Canada, United States and Australia. With much success expanding into a global market, Lululemon’s vision was to evaluate the world from mediocrity to greatness. To achieve this vision, a strategy was developed with
For the purposes of this paper we will be discussing the boycott effects on Abercrombie & Fitch; a U.S based clothing company. At first we will analyse the concept of boycotting international companies to understand the different choices boycotters make when targeting the guilty company. We will look at the history of the company; it’s beginnings, evolution of concept, failures and successes. An important part of this paper will be assessing the main factors and reasons that led to the boycott. We are going to be analysing the effects of the boycott keeping in mind that although the reasons behind the controversial boycott have taken place a couple of years ago, only in 2013 has the boycott been initiated by several different parties involved. To be able to understand what triggered the boycott to begin we are going to try to understand how it all came about to begin with. There are several concerned parties in the boycott and each have their own agenda and reasoning to boycott the company. To give a more thorough analysis of the initiators of this particular boycott their relation to one another will be discussed in the paper. Another important part of the boycott is the different types of effects that these boycotters have on the company. We will closely study the reasons, the effects, the affected parties, and the path for damage control and reconciliation chosen by Abercrombie & Fitch as well as its results both the negative and the positive. Finally we will discuss the effectiveness of the boycott on the Abercrombie’s internationalization, market strategy, competitiveness, and market activities.
In “The man behind Abercrombie and Fitch.” An interview conducted by Benoit Denizet-Lewis displays a glimpse into the life of Mike Jeffries and his views of his company only hiring “good-looking” people and targeting “good-looking” people to wear his clothes. This has been done in order to force his audience to recognize that the issue of acceptance one’s peers and exclusion of a community mentioned by Mike Jeffries, is a result of cultural perceptions and individual self-image. Denizet-Lewis skillfully shows that while Jeffries remarks of not wanting the “not-so-popular” kids to shop in his stores, it poses a question to consumers asking what change in our attitudes will come or if there will be any change at all. Thus comes the issue of how consumers today have a shift in the reasoning behind why one buys clothing and the motivating factors that influence one to buy certain clothing. Denizet-Lewis also demonstrates the different messages that controversial advertisements and statements affect different groups of people and how what they project is really what people desire, though deemed by many people as unacceptable or inappropriate. The author also examines how in the news media, the image has become more important than the message and how images have taken precedent over actual issues and character. As a result of this, various communities have formed by the construct of selling to “beautiful people” and how popular appeal has become an extension of a person.
In Jean Kilbourne's documentary “Killing Us Softly 4”, she gives multiple detailed examples of advertisers making women a sexual object which leads to society dehumanizing the female species. As well as this, they are finding younger and thinner women to use, even photo-shopping their models to unrealistic body shapes; warping the average women's view of what she should look like. American Apparel's founder and CEO Dov Charney himself stated that he had worked hard to acquire the provocative image they have today and that he purposefully created ads that were “soaked in youth and sex” (Chauduri). The company insists that they are simply “open about sexuality” and should not be persecuted for it (Chauduri). While sex is more prominent and less taboo than it has been in society, there is a definite line between more “open” about sexuality, and abusing the sexual side of men and women. By “open about sexuality” Dov Charney and American Apparel actually mean that they are going use extremely young women in promiscuous positions to sell their clothing, despite the fact that the...
During the class period, the stock price for Abercrombie (otherwise known as their ticker symbol, ANF) increased by $5.49 (between May 17th and August 15th) and the percent change increased by 10.08%. The stock price change around the date of the lawsuit filing decreased by $8.37 (from August 15th to September 5th) and the percent change decreased by 13.95%. The graph below displays Abercrombie’s stock prices from January to September 2005. The graph demonstrates the increased stock prices from the first three press releases, a drop after Jeffries’ sale of shares in mid July, and then a continuing drop after the last two press releases. Additionally, The price spikes up at the start of the class action, on May 17th and continues to plumet through the end of the class action on August 16th and the litigation filing on September 2nd.
Abercrombie and Fitch, also known as A&F, is an American retailer that focuses on casual wear and accessories for young...
Customers that are looking for various high end name brands can find many at Holt Renfrew such as Prada, Dior, Stella McCartney, etc. and they can find clothes, accessories, shoes, and makeup. When Holt Renfrew cannot sell merchandise in store, they send
Louis Vuitton, a French designer and entrepreneur quickly made a name for himself in the fashion industry by becoming Napoleon’s wife “personal box-maker and packer.” At the age of sixteen, Vuitton and his family started the legendary workshop by creating travel trunks and the famous unpickable locks in 1859 (Louis Vuitton, 2015). As the legendary brand continues to remarkably exceed both sales and expectations, Louis Vuitton as a brand strives for pure distinction and exclusivity.
Michael S. Jeffries, Abercrombie’s CEO, told stock analysts in May that the four-story New York store, which opened in November, has drawn “a very large percentage of international customers, a very large percentage European,” adding, “We are thrilled with what we are learning about running high-volume stores. It gives us huge confidence for the international potential of this brand.” (Abercrombie & Fitch, 2007)
The Silverman family first founded American Eagle Outfitters in 1977. They operated specialty clothing stores under the name Retail Ventures. In 1980 the Silverman’s encountered financial troubles when the Schottenstein family bought out 50% of the Retail Ventures. In 1991 the Schottenstein family bought the rest of Retail Ventures and opened 153 American Eagle Outfitters. By late 2000 the company had introduced 46 new stores in Canada. American Eagle had approximately $2 million in annual sales in 2003 and now operates over 800 stores in the United States and Canada (http://www.hoovers.com/american-eagle-outfitters/--ID__17231--/free-co-factsheet.xhtml).