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A&F strategy

            Abercrombie and Fitch is a store I work and shop at regularly. The company started in 1892 and sold outdoor sporting equipment for the rich. According to their website at www.abercrombie.com, low revenue forced the company to file for bankruptcy. It was bought by the Limited which switched its selling emphasis to clothing apparel. The company re-opened in 1996 with more than 110 stores nationwide. Today, the retail store positioning of Abercrombie and Fitch includes over 600 stores in researched, select locations that best serves their targets consumers of the same demographics, standard of living, and shopping habits. Abercrombie & Fitch, A&F, is known for their unique retail marketing mix and product assortment of upscale men's, women's, and kids' casual clothes and accessories. It offers merchandise that no other competitor carries. Currently, the Abercrombie & Fitch Company is a leading specialty retailer encircling three concepts: Abercrombie & Fitch, Abercrombie, and Hollister. The company focuses on providing high-quality merchandise at moderately high prices that compliments the "casual classic American lifestyle." The merchandise is sold in retail stores throughout the United States. Their internet websites include www.abercrombie.com, www.abercrombiekids.com, www.hollisterco.com. Abercrombie & Fitch's target market includes individuals from age 18 through college. Abercrombie kids targets ages 7 through 14 and was introduced in 1997. The latest concept, Hollister, was introduced in July 2000 and targets 14 - 18 year olds engaged in the "Western, surfer lifestyle." The company also offers a service mix which is their 1800 number for any questions or complaints its consumers may have. Their catalog allows consumers to order through the mail while their website allows online purchasing and both guarantee home delivery. Their return policy is unlike no other because it allows merchandise to be returned at any date as long as the tags are attached and it does not appear to be worn.

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