case study: abercrombie&fitch
DESCRIPTION
Case Study: Abercrombie&Fitch for English for Business and Communication at Università degli Studi di Napoli "Suor Orsola Benincasa".TRANSCRIPT
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Università degli Studi di Napoli “Suor Orsola Benincasa”
“English for business and communication” Prof.ssa Stefania Tondo
Corso di laurea magistrale in
“Comunicazione pubblica e d'impresa”
Anno Accademico 2012/2013
SIMONE AMBRÓANDREA APOLITO
FRANCESCA ESPOSITO
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Case study
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Index1. A&F History1.1 The story begins1.2 The brand today1.3 Headquarters
2. A&F Marketing2.1 The models2.2 Career opportunities 2.3 The stores
3. A&F Economy3.1 Growth and the Italian case3.2 Business results 3.3 Conclusions
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1.1 The story begins
1892Abercrombie&Fitch birth
1976Bankrupt of
the company
1978A&F
relaunch
1988A&F second
life
Here starts the success
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1.2 The brand today
“Conquer the international market with our Casual Luxury lifestyle brand”
The brand protection
Abercrombie&Fitch Evolution
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1.3 Headquarter
Where dreams come true…
- Our culture, our philosophy, our know how to realize Your happiness -
Home office opportunities: Merchandising Finance & Business Operations Inventory Management Information Technology Design Technical design
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The A&F shop assistants are usually models with perfect body.
The store strategy is to set up entrance full of semi-nude models to attract customer.
A&F using fascinating semi-nude models always refer to sex patterns in this way making customers unconsciously think about themselves in that pattern and willing to buy their goods.
2.1 The Models
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2.2 Career Opportunities
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Store main strategy is to use one shop typology worldwide.
The principal characteristic of store are: Lighting Scent
2.3 The Stores
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3.1 Growth and the Italian case
First Italian store: Milan 2007
Two other Italian store: Rome 2010 and Naples 2012
New Italian store: Florence 2013
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3.2 Business results
2008 2009 2010 2011 20122.3
2.4
2.5
2.6
2.7
2.8
2.9
3
3.1
Total Assets
Annual Balance SheetX = YearsY = Billions
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3.3 Conclusions
End of a life model? Downgrading, global crisis and Jersey Shore
case.
The Eastern revival. China and Japan renew the dream.
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Webography / Bibliography
Business Week (Economic Journal)
http://businesspeople.it
http://eu.abercrombie.com
http://www.dailymail.co.uk
http://www.ilpost.it
http://www.marketwatch.com
http://www.wikipedia.com