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1. Present the proper way science and
technology, Gothic production
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2. Company History
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3. Michael Jeffries
• Became CEO in 1992
• Created the look of
A&F
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technology, Gothic production
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4. Competition
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technology, Gothic production

5. Product Image
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technology, Gothic production

6. Controversy as Marketing
Tool ?
• A&F purposely created controversy and engaged in risky
practices to attract attention, draw in shoppers, and sell more
products.
• A&F doesn’t really care about backing away from
controversy.
• “Free Advertising Gig”
Present the proper way science and
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technology, Gothic production

7. Diversity Marketing and theory
Gothic
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technology, Gothic production

8. Law Suit Issues:
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technology, Gothic production

9. Diversity Commitment
• Increasing and promoting diversity.
• Recruiting strategy.
• Managers-in-training are now more racially and ethnically diverse.
• Supporting organizations that value academic excellence.
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technology, Gothic production

10. Recommendations
Diversity and Ethics
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technology, Gothic production

11. Financial Operation
Gothic
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technology, Gothic production

12. Financial Operation
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technology, Gothic production

13. Recommendations
Financial Operation
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14. Financial Summary
(Stock price from Jan. 2007 to Apr. 2010)
Present the proper way science and
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technology, Gothic production

15. Selling Abilities
• Same-store sales across all Abercrombie’s 2009 2008 2007
Total Comparable Store
brands largely decreased Sales -23% -13% -1%
Abercrombie & Fitch -19% -8% 0%
• Abercrombie Kids -23% -19% 0%
Abercrombie has been reluctant to cut price
Hollister -27% -17% -2%
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16. Operating Challenges
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17. Growth Opportunities
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18. Target Market and Global
Brands and Target Markets
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19. Brands and Target Markets
Abercrombie: ages 7-14
Hollister Company: high school students
Abercrombie & Fitch: college students
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20. Brands and Target Markets
 35 million teens in the United States
 Multiple revenue streams
 No financial obligations

21. Recommendations
Target Market
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22. Marketing
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23. Marketing
Strengths/Opportunities
• Store Experience: Sight, Smell, and Sound.
• Product reflects the “All American Look” target market is seeking.
• Low Advertising Costs: Word-of-Mouth Advertising
• Controversy creates awareness and free advertising.
• Clothing is “Aspirational” because of how its portrayed by the
models/employees/etc.
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24. Marketing Weaknesses/Threats
• “Aspirational Pricing” = Broken Business
Plan
• Competition: Offering similar if not
identical products at a fraction of the cost.
(American Eagle, Gap)
• Controversy can effect brand name /
image
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25. Recommendations
Marketing
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26. Thank You
Gothic
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