Abercrombie Strategic Plan

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Strategic Plan: Abercrombie & Fitch Co. 1. Situational Analysis * Current organizational mission: "We are committed to providing comfortable and long lasting clothes that look good" * Current ownership and management alternatives: Corporation, chain store. * Current goods/service category: Casual sportswear apparel, including knitted and woven shirts, graphic T-shirts, fleece, jeans and woven pants, shorts, sweaters, outerwear, personal care items, sleepwear, and home products for women under the Gilly Hicks brand. 2. SWOT Analysis Strengths: Current * Good-looking employees * Strong market position * Good reputation-high brand recognition * Loyalty to customers and clothing * High-quality clothing * Unique in-store experience * Variety of products and styles Long term * Strong supplier relationships * Committed stockholders * Low production costs Weaknesses: Current * Controversial marketing strategy-pictures are too provocative * Over-priced * High cost structure * Loud music in stores * Low inventory turnover ratio Long term * Limited geographic reach * Problems with fake imitations * Bad publicity with employee discrimination * Internal merchandise theft * Employee satisfaction Opportunities: Current * Gain an larger online-commerce presence * Create discount stores * Expand product/service lines * Expand further internationally * Jobs Long term * A discount store should appeal to different target markets and serve as an opportunity for brand awareness * Expanding internationally should increase profits tremendously * Advertising more on social media sites for any online discounts or sales should increase more in-store traffic Threats: Current * Competition from other apparel players at the low and

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