Abercrombie and Fitch

Paper Summary:

This paper discusses Abercrombie and Fitch, looking at their history, historical financial data, their market segment, their brands, technology, marketing and advertising, and bad press. The author gives recommendations for their continued success and concludes that their management and marketing gurus excel in their craft - getting parents to fork out money for overpriced, average quality goods.

From the Paper:

"The rich history of Abercrombie and Fitch is more than four times older than the market it targets. Founded in 1892, Abercrombie and Fitch originally manufactured clothes for the outdoorsman, Ernest Hemmingway and Teddy Roosevelt had been known to adorn Abercrombie and Fitch clothing. Abercrombie and Fitch began humbly, out of a small waterfront shop in New York City. The men responsible for the multi-million dollar business that we witness today would be amazed to see how their venture has developed. David Abercrombie, a true outdoorsman offered a variety of gear catering to hunting, camping and fishing. The store Abercrombie & Co. changed to Abercrombie and Fitch when David met a lawyer named Ezra Fitch who soon became his business partner."

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