A&F

Abercrombie & FitchAbercrombie & Fitch

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Brief HistoryBrief History

Founded by David T. Abercrombie in 1892 Started as sporting and excursion goods store

Abercrombie Co.

Ezra Fitch joined in 1900 to form Abercrombie & Fitch Co.

Acquired by The Limited in 1988

Founded by David T. Abercrombie in 1892 Started as sporting and excursion goods store

Abercrombie Co.

Ezra Fitch joined in 1900 to form Abercrombie & Fitch Co.

Acquired by The Limited in 1988

Abercrombie TodayAbercrombie Today Encompasses 5 stores:

Abercrombie & Fitch, abercrombie kids, Hollister Co., RUEHL No. 925, and Gilly Hicks

Locations in: USA, Canada, UK

Plans to expand to: Europe and Japan

Encompasses 5 stores: Abercrombie & Fitch, abercrombie kids, Hollister Co., RUEHL No. 925, and Gilly Hicks

Locations in: USA, Canada, UK

Plans to expand to: Europe and Japan

Organizational CultureOrganizational Culture

Organizational culture is the shared social knowledge within an organization regarding the rules, norms, and values that shape the attitudes and behaviors of its employees.

Organizational culture is the shared social knowledge within an organization regarding the rules, norms, and values that shape the attitudes and behaviors of its employees.

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The Three Components of Organizational Culture

The Three Components of Organizational Culture

1. Observable Artifacts: the manifestations of an organization’s culture that employees can easily see or talk about.

2. Espoused Values: the beliefs, philosophies, and norms that a company explicitly states.

3. Basic Underlying Assumptions: taken-for-granted beliefs and philosophies that are so ingrained that employees simply act on them

rather than questioning the validity of their behavior in a given situation.

1. Observable Artifacts: the manifestations of an organization’s culture that employees can easily see or talk about.

2. Espoused Values: the beliefs, philosophies, and norms that a company explicitly states.

3. Basic Underlying Assumptions: taken-for-granted beliefs and philosophies that are so ingrained that employees simply act on them

rather than questioning the validity of their behavior in a given situation.

Observable ArtifactsObservable Artifacts

(Fake) Stuffed Moose head in each store Reminder of humble beginnings

Logo Moose silhouette

(Fake) Stuffed Moose head in each store Reminder of humble beginnings

Logo Moose silhouette

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Observable ArtifactsObservable Artifacts

Stores Electro dance music

80 to 90 decibels “Sprits” display mannequins Dim lighting Spotlighting Greeters/Models Employees must wear Abercrombie clothing

New policy: ok if no logo and is white/blue/grey

Stores Electro dance music

80 to 90 decibels “Sprits” display mannequins Dim lighting Spotlighting Greeters/Models Employees must wear Abercrombie clothing

New policy: ok if no logo and is white/blue/grey

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Espoused ValuesEspoused Values

Mission Statement “We are committed to providing comfortable

and long lasting clothes that look good”

They do this by, “the finest cashmere, pima cottons, and highest quality leather to create the ultimate in casual, body conscious clothing”

Mission Statement “We are committed to providing comfortable

and long lasting clothes that look good”

They do this by, “the finest cashmere, pima cottons, and highest quality leather to create the ultimate in casual, body conscious clothing”

Basic Underlying AssumptionsBasic Underlying Assumptions The brand was most represented

by young, in-shape, good looking white people Gonzalez v. Abercrombie & Fitch

in 2004 Now A&F has become an equal

opportunity employer, uses more minorities in its advertising campaigns, appointed a Vice President of diversity, hired 25 recruiters to seek minority employees, and discontinued the practice of recruiting employees at primarily white fraternities and sororities

The brand was most represented by young, in-shape, good looking white people Gonzalez v. Abercrombie & Fitch

in 2004 Now A&F has become an equal

opportunity employer, uses more minorities in its advertising campaigns, appointed a Vice President of diversity, hired 25 recruiters to seek minority employees, and discontinued the practice of recruiting employees at primarily white fraternities and sororities

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Thank youThank you

The EndThe End