Case Study: Abercrombie&Fitch
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Transcript of 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