Case Study: Abercrombie&Fitch

Università degli Studi di Napoli “Suor Orsola Benincasa”

“English for business and communication” Prof.ssa Stefania Tondo

Corso di laurea magistrale in

“Comunicazione pubblica e d'impresa”

Anno Accademico 2012/2013

SIMONE AMBRÓANDREA APOLITO

FRANCESCA ESPOSITO

Case study

Index1. A&F History1.1 The story begins1.2 The brand today1.3 Headquarters

2. A&F Marketing2.1 The models2.2 Career opportunities 2.3 The stores

3. A&F Economy3.1 Growth and the Italian case3.2 Business results 3.3 Conclusions

1.1 The story begins

1892Abercrombie&Fitch birth

1976Bankrupt of

the company

1978A&F

relaunch

1988A&F second

life

Here starts the success

1.2 The brand today

“Conquer the international market with our Casual Luxury lifestyle brand”

The brand protection

Abercrombie&Fitch Evolution

1.3 Headquarter

Where dreams come true… 

- Our culture, our philosophy, our know how to realize Your happiness - 

Home office opportunities: Merchandising Finance & Business Operations Inventory Management Information Technology Design Technical design

The A&F shop assistants are usually models with perfect body.

The store strategy is to set up entrance full of semi-nude models to attract customer.

A&F using fascinating semi-nude models always refer to sex patterns in this way making customers unconsciously think about themselves in that pattern and willing to buy their goods.

2.1 The Models

2.2 Career Opportunities

Store main strategy is to use one shop typology worldwide.

The principal characteristic of store are: Lighting Scent

2.3 The Stores

3.1 Growth and the Italian case

First Italian store: Milan 2007

Two other Italian store: Rome 2010 and Naples 2012

New Italian store: Florence 2013

3.2 Business results

2008 2009 2010 2011 20122.3

2.4

2.5

2.6

2.7

2.8

2.9

3

3.1

Total Assets

Annual Balance SheetX = YearsY = Billions

3.3 Conclusions

End of a life model? Downgrading, global crisis and Jersey Shore

case.

The Eastern revival. China and Japan renew the dream.

Webography / Bibliography

Business Week (Economic Journal)

http://businesspeople.it

http://eu.abercrombie.com

http://www.dailymail.co.uk

http://www.ilpost.it

http://www.marketwatch.com

http://www.wikipedia.com