Abercrombie & FitchTeam members:1205306

Outline

• 1. Evolutionary trajectory• 2. Wheel of retailing• 3. A&F Store Format• 4. Promotion• 5. Abercrombie & Fitch Store Layout• 6. Store Design

Evolutionary trajectory

Wheel of retailing

•Strong competitors : Zara, H&M, Next, uniqlo…etc

Develop low-priced brands: Hollister, Gilly Hicks

•Expand more shops to Asia & Europe

•Reposition to “casual luxury clothing”•High Price•There are around 1,000 stores worldwide•Flag stores in different area•Establish Fashion, Preppy image•E-Commerce

•The first company sold clothing of both women and men.

• "The Greatest Sporting Store in the World".

•Try to expand shops in San Francisco and Florida.

Entry Phase

Turning Up Phase

Valuable Phase

Wheel of retailing

Entry Phase

Turning Up Phase

Valuable Phase

A&F Store Format (1/2)1. Exclusive store ●Focus on one brand selling with different type products ●Type: regular store, flagship store, outlet .

●Advantage: 1.build brand image 2.customer loyalty 3.increase sale ●Disadvantage: 1. over dependence on headquarter 2. bigger risk

A&F Store Format (2/2)

2. Fashion-forward store ●Foccus on casual wear for young market

● Majority of products are trend-driven

● Product update fast with creative design

● Innovative in-store experience

picture source: Google

Promotion

Abercrombie & Fitch Store Layout

Store Design

- Black & White

- Eye-catching windows

- Mysterious

- No windows to peer into the store

- Clubby environment

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