Abercrombie And Fitch Case Study Essay

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Introduction In the Case Study Abercrombie and Fitch we are going to identify the main issues the company faced while operating on domestic and international levels, as well as adapting their strategy to multinational customers. Furthermore, we are going to propose a set of recommendations to Abercrombie and Fitch in order to comply with modern and rapidly changing business environment. Set of recommendation will be presented as actual Action Plan announced by the company for next 3 years and, in our opinion, will help the company to recover and retrieve a situation. Moreover, we will provide our own recommendations for A&F in order to help the company to successful in planning for and building a global brand. We have to emphasize that we don’t have any intention to transform Abercrombie and Fitch to another Zara or H&M, we will try to preserve the uniqueness of the company, but at the same time we will implement a bunch of changes that we think will be relevant in the current market conditions.…show more content…
A&F extended the number of operated brands to five: A&F, A&F kids, Hollister Co., Gilly Hicks and RUEHL No 925. Each brand had its imaginary story of creation, which helped a lot to create in-store atmosphere and improve customer experience. Abercrombie and Fitch evolved to large and upscale corporation, known for its provocative, sexual campaigns. 1.2 Current situation with Abercrombie and Fitch. To begin with, currently the company 's portfolio consists of only three brands, such as Abercrombie and Fitch, Abercrombie and Fitch kids and Hollister Co. In 2009 company announced that RUEHL No 925 will be closed by the end of fiscal year. The same happened with brand Gilly Hicks, which was closed five years later in 2014. Also it should be noted that the company 's net sales had positive trend after financial crisis, which happened in 2009, but sales decreased from 2012, we can see it on the graph
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