2. The Brand
A&F is an American retailer that produces and sells „high
standard‟ casual wear. Abercrombie & Fitch has over 300
locations in the US and is expanding internationally.
The company also owns three sister brands in the form of:
Abercrombie (children‟s wear), Hollister Co. and Gilly Hicks.
The company also operated Ruehl No.925, this closed in
2010.
3. The brands history.
There have been three retailers called Abercrombie & Fitch
and the current A&F shares only its name with the original
business. It was founded in 1892 in the Manhattan borough
of New York City, New York, by David T. Abercrombie and
Ezra H. Fitch.
A&F was originally an elite outfitter of sporting and excursion
goods, particularly noted for its expensive shotguns, fishing
rods and tents. In 1976, Abercrombie & Fitch filed for
bankruptcy, finally closing its flagship Manhattan store in
1977.
The name was revived shortly after, when in 1978-
79, Oshman‟s Sporting Goods, a Houston-based
chain, bought the firm‟s name and mailing list.
4. Oshman‟s re-launched A&F as a mail-order retailer
specialising in hunting wear and novelty items. Later opening
shops in Beverly Hills, Dallas Texas and then New York City.
Finally, in 1988, Oshman‟s sold the company name and
operations to „The Limited‟, a clothing-chain operator based
in Columbus, Ohio.
The current A&F sells mostly clothes instead of helmets and
guns, and describes its retailing niche as an aspirational
“Casual Luxury” lifestyle brand.
The company has been accused of promoting the
sexualisation of pre-teen girls by making thongs for 10 year-
olds and padded bras for 7-year-olds.
5. Brand Values
Abercrombie & Fitch is a brand that expects just as much from its
customers as it offers them in quality clothing.
By this statement I mean that the brand has this idea of perfect
clothing for perfect people and this is the image they have conjured up
around the brand through advertising with sex appeal.
- Seeking of perfection
- Aspiration
- Vanity
- Achievement
- Beauty
- Physicality
- Sexuality
- Casual Luxury
- Belonging
- Exclusivity
- The Dark rooms – suggestive.
• Are the Dark corners suggesting promiscuity?
6. Product Life Cycle
As a brand I would say that
Abercrombie & Fitch are at the
Maturity stage on the product life
cycle. They have had their falls and
even once hit bankruptcy.
However, they are now at a steady
success rate and are becoming
more and more well-known
worldwide.
7. Target Audience
In a brief summary Abercrombie & Fitch is aimed at both genders
between the ages of 18 to 22.
However there is more behind it than just age and gender. It is all
about the image of perfection and the self vanity of consumers.
A&F is seen as an exclusive brand, only allowed to be worn by those
seen worthy. When visiting a store or looking at their advertisements
the image sent across is that of beauty and sexual attraction. Unless
you are seen to be beautiful you are not considered worthy of the
brand.
They also only hire those they see to be „beautiful‟ to work in their
stores or advertise the brands clothing. Because they do not want
people to think it can be worn by just anyone.
It is all about exclusivity and the seeking of perfection.
8. Marketing & PR
As a brand Abercrombie & Fitch‟s main form of advertising
is probably seen sex appeal. The half naked men on their
bags and outside their stores is what sells people the
store. MEN – can look this way.
WOMEN – want their men to look this way.
Having their good looking staff standing on the streets and
interacting with their customers helps make their
customers feel involved and swayed towards buying into
the brand.
9. Place & Distribution
Abercrombie & Fitch is an American based company but
have recently expanded worldwide.
They have stores located in major cities such as London
as well as having their sister brads more locally. For
example Hollister stores in Southampton and Milton
Keynes.
You can also purchase their merchandise and clothing
online on the Abercrombie & Fitch website.
10. Looking at the brand as a whole I would say they are at
their highest point. In that they have launched sister
brands and expanded worldwide. The fact you can now
purchase their merchandise online also makes it more
accessible.
Due to their high prices however it may decrease their
sales figures as people can go to places such as Hollister
or Super Dry and get similar clothing for a cheaper price.
These sister brands and similar clothing brands can be
seen as a threat to the brand as they may steal the
limelight and customers.
