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Their customer base includes past presidents, like Theodore Roosevelt, Clark Gable, Katharine Hepburn, Amelia Earhart and John F. Kennedy.
Abercrombie Co. was founded in 1892 as an outdoor retailer that sold fishing and hunting gear. Ezra Fitch, a lawyer, purchased a large share of the company and was named co-founder in 1904, and the company became Abercrombie & Fitch. The brands share a commitment to offering products of enduring quality and exceptional comfort that allow consumers around the world to express their own individuality and style.
This can only be achieved through a firm with extensive knowledge, experience, and innovative strategies. To determine the strengths of the company potential, weaknesses, opportunities, and threats, it is necessary to conduct a SWOT analysis by Abercrombie and Fitch.
Abercrombie and Fitch At A Glance – Abercrombie and Fitch SWOT Analysis
Company: Abercrombie & Fitch Co.
Founders: David T. Abercrombie | Ezra Fitch
Year of establishment: 4 June 1892, Manhattan, New York, United States
CEO: Fran Horowitz
Headquarters: New Albany, Ohio, United States
Employees (Dec 2020): 44,000
Ticker Symbol: ANF
Type: Public
Annual Revenue (Dec 2020): US$3.6 Billion
Profit net income (Dec 2020): US$576 Million
Products & Services: Apparel | Accessories | PersonalCare | Footwear
Company Website: www.abercrombie.com
Top Abercrombie and Fitch Competitors
Competitors: American Eagle Outfitters | Aeropostale | GAP Inc. | DSW | J. Crew. | American Eagle Outfitters | H&M | Forever 21 | Tommy Hilfiger | Urban Outfitters | Zara
Abercrombie and Fitch SWOT Analysis – SWOT Analysis Of Abercrombie and Fitch
SWOT Analysis Of Abercrombie and Fitch analyzes the brand based on its strengths weak points, weaknesses, opportunities, and threats. With Abercrombie and Fitch SWOT Analysis it is clear that the advantages and disadvantages are internal factors, while threats and opportunities are external elements. Here we are going to talk about Abercrombie and Fitch SWOT Analysis. Below Is The Detailed SWOT Analysis Of Abercrombie and Fitch.
Abercrombie and Fitch Strengths – Abercrombie and Fitch SWOT Analysis
1. Unique Retailing: Abercrombie has a reputation for using male models to represent Brands in the store. This is why the Brand is so loved. The model who gives you the advice is also a model. This unique idea was created by A&F, and it is still used today.
2. Design: Without a special focus on design, retail brands cannot become large brands. A&F excels at this. The design skills of all three sub-brands – Abercrombie & Fitch and Fitch Kids and Hollister – are well known. It is fresh and modern and people enjoy it.
3. A complete retail portfolio: A&F have a complete product portfolio that can be expected from a lifestyle company. Products are available for women and children, as well as apparel, footwear, and perfume.
4. High quality: Quality is a critical element for any brand that claims to be premium. A&F excels in this area. Each showroom is managed by a dedicated team that ensures quality. The quality inspectors maintain the highest standards of quality in all aspects of the store, including the layout and inventory management.
5. Strong brand Building & Brand Protection over the Years: A&F is a family business with a rich heritage and has invested heavily in brand development through bold advertising. The brand has a team that ensures the brand’s protection and prevents counterfeiting.
6. Window marketing: At first, A&F’s store layout was closed to customers. Customers could only view the inside of the store when they entered it. To keep up with the times, the store layout was modified to encourage window shopping, and to allow customers to enter after looking at the goods they like.
7. A great website: Personally, I loved the Abercrombie and Fitch website. It is rich in detail and has models that show off the latest fashions including clothes and accessories.
Abercrombie and Fitch Weaknesses – Abercrombie and Fitch SWOT Analysis
1. Employee management: This was one of the main reasons that Abercrombie and Fitch were criticized for their handling of employees. Employees were required to wear A&F clothing, which was at a reduced price. This problem was solved a few years ago with employees being compensated. Over time, A&F has had poor policies in employee management.
2. Many Controversies: Aside from the employee management problems, A&F’s marketing and advertising received criticism for their use of bold ads and partially nude men over the years. A list of the controversies that they were involved with is available on the brand’s Wikipedia page.
3. The decline in brand equity A&F: Fitch and Abercrombie became a popular brand after Mike Jeffries rebranded them. Abercrombie began to lose its “coolness”, and the young college crowd couldn’t associate themselves with A&F because it lost a significant market share.
Abercrombie and Fitch Opportunities – Abercrombie and Fitch SWOT Analysis
1. Market penetration and growth: As any other retail brand Abercrombie and Fitch can have a lot more potential if they expand to many countries. A&F must decide whether to be a niche brand that fails or a hugely up-to-date brand. A&F must now expand its reach.
2. Franchising is an option: Abercrombie and Fitch should consider Franchising because it is a well-respected brand both inside and outside the US. It requires to leverage brand equity and expand faster. A&F, like Adidas can also enter franchising to increase its base.
3. Advertising in developing Countries: A&F must advertise in its local market in the countries it is expanding into. It can’t continue to build on the US legacy.
4. Rebuild their branding image: US is A&F’s home ground and sales figures there are falling. A&F must be at the top of its game and work hard to capture the market share.
Abercrombie and Fitch Threats – Abercrombie and Fitch SWOT Analysis
1. Highest level of competition: The youth segment is the most competitive for retail brands. Although it might not be direct, this competition can also be indirect. These needs are a reality for today’s youth. Your brand must be built to meet these requirements.
2. It is becoming more difficult to differentiate your brand from the many other designs available: There are many design houses out there, so how can you distinguish your brand? In the clothing and lifestyle industries, it is becoming increasingly difficult to distinguish yourself.
3. Brand switching has been at an all-time high: This is because of the high competition and everyone trying to distinguish with different designs. Abercrombie and Fitch have suffered as their customers switch to other brands such as Tommy Hilfiger and American Eagle Outfitters.
4. A faster expansion rate is needed: If the brand does not grow quickly, it will be challenged wherever it expands. To maximize brand equity, the expansion rate must be increased quickly.
This is the SWOT report that Abercrombie and Fitch have done. Please let us know if you have additional suggestions to add.
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