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Abercrombie & Fitch

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by

Jose Guillen

on 15 February 2013

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Transcript of Abercrombie & Fitch

# Agenda Abercrombie & Fitch Founded by Davit T. Abercrombie and Ezra Fitch 1892 - 1939 1978 First warehouse sale. Over 90.000 people Oshman's Sporting
Goods purchased the 1968 - 1977 The Limited Inc. bought 25 out of 27 store for $ 1988 - 1996 1998 1998-2008 1892 1939 "The Greatest Sporting Goods Store in the World" 1968 1976 1977 Filed for Chapter 11 bankruptcy Closed. Trademark name 45M cash 1988 1996 IPO - $16 per share Abercrombie Kids 2000 Hollister 2008 Gilly Hicks A&F Foundation Company Today Done in the past Done today Diverse Portfolio Varied Target Market Marketing and Sales Operations Specialized Portfolio Specific Target Market Brand Identity Market Trend # # # # Portfolio A & F Sales 2011 Hollister Abercrombie & Fitch Abercrombie Kids Gilly Hicks Total $mil. % of Total Brand 45 43 11 1 1,552.8 1,493.1 382.6 40.3 3,468.8 100 Marketing Techniques Right Market
Segmentation Attract those with $
Fire those without Brand
Representatives In-store Ambience The A&F Experience Promise of
Social Standing # # Competitors Closing Stores Domestically Move to more profitable locations Maintain and enhance A&F’s brand image Free funds for international expansion Close 20% = 180 US based
stores by 2015 At least 35* closed to date Direct-to-Consumer Internet Savvy
Generation Targeted Internet Based Partnered with IBM Each Brand with
its own Website Yearly Increase
(+40% 2010, +36% 2011) 13.3% of Total Net Sales Goal = $1 Billion Direct-to-Consumer Operations International Expansion First - January 2006 – Canada Low-lying Fruit Approach Secret Recipe: Right Location + Right Demographics + Right Product Appeal Cautious Approach for Uncertain Markets May 2012 – Over 84 International Stores
Q1 2012 = 30% of A&F’s total sales Financials Financial Record Fiscal January 2011 (Millions U.S. Dollars) Revenue Net Income Net Profit Employees 2011 2010 2009 3,468.9 150.3 4.3% 85,000 2,928.6 0.3 0.0% 80,000 3,540.3 272.3 7.7% 83,000 # One Year Sales Growth: 18.4% So… what did we figure out? 4 different brands Becoming a multicultural
organization Very focused on their target market Marketing / Promotional Strategies What they need to
figure out... Increased use of Social Media Integration of Apps to smartphone
users Local brand ambassadors Use of famous top models Benefits for employees of closing
down stores # # # # Company's Background Then & Now Marketing Strategy & Competitors Expansion + D2C + Financials Lessons Learnt & Recommendations # # # # # Thank you.. Hope you liked it
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