Abercrombie & Fitch Analysis

3524 Words15 Pages
Abercrombie & Fitch: A Company Analysis Joey, Maureen, Liz and Val Abercrombie & Fitch Company Analysis Background Abercrombie & Fitch (A&F) is an American retail company that manufactures casual clothing for consumers ages 18-22 (four iconic businesses). A&F owns and operates over 300 stores nationwide and also owns Hollister, Gilly Hicks, and Abercrombie Kids. Initially founded in 1892 in Manhattan by David Abercrombie, the original Abercrombie started out as a small waterfront shop that offered only the highest quality camping, fishing, and hunting gear (Abercrombie and Fitch). Most of the clientele consisted of hunters, trappers, and fishermen who sought out reliable high-quality gear. Eventually, one man by the name of Ezra Fitch came to rely on Abercrombie's waterfront shop so much that he became one of Abercrombie's most devoted customers (History and Background). In fact, in 1900 David Abercrombie and Ezra Fitch became business partners, moved the location of the store, incorporated the shop, and officially changed the name of the business to Abercrombie & Fitch (History and Background). However, in 1907 David Abercrombie resigned from the company due to the conflict of interest regarding the future of the company. Fitch, who was more the company visionary, set out on improving the impact of the business on the general public by creating a more “outdoor” feeling and by adding to the accessibility of the store (History and Background). For instance, products were never hidden behind glass cabinets, but rather displayed on the floor as if in use (History and Background). Tents were set up and equipped as if in use with campfires blazing in the corner and experienced tour guides ready to impart information or just talk to customers rather than force them to buy products (History and Background). In 1913, the store

More about Abercrombie & Fitch Analysis

Open Document