Abercrombie & Fitch« The Casual

Luxury »

Adrien de MARNIX

Clément CURTIL

Marie KANIUS

Michael BRETHES

Arnaud BUCAILLE

CONTENTS

History Company Facts Stock Performance

Products Markets SWOT Analysis Conclusion Sources

History

1892: Abercrombie was founded

1904: The name changed

1913: A&F became the first store in New York

1928: Ezra Fitch retired

1996: Stock Exchange

2008-2009: Milan and Tokyo

2011 : Paris

Company Facts Sector/Industry : Services / Fashion Retail

Headquarter : New Albany , OHIO 43054

Stock symbol / Ticker symbol : ANF

Company slogan / motto : Casual luxury

Number of employees : 10 , 000 ( 2008 )

Turnover : $ 3.5 billion

The ANF’s turnover evolution

1998 2000 2002 2004 2006 2007 20080

500

1000

1500

2000

2500

3000

3500

4000

Turnover

Crisis

Stock performance

The products

The 3 main products- Sweats A&F- T-shirts A&F- Polo A&F

Development : since 2007 in Europe

Innovations : Hollister, the perfume

Patents : Name, logo and all the legislation.

Markets

A&F does business in - United States - Canada- United Kingdom- Italy- Japan

Direct competitors : - American Eagle (AEO)- GAP (GPS)- J Crew (JCG)

3.5

14.04

2.921.51

Revenues in $billion

ANFGPSAEOJCG

• Solid Financial position• Effective Marketing Strategy• Strong market position• Strong brand equity• Good reputation

• Grow online/e-commerce business• Growth of the industry of operations• Emerging markets growth• Expand product/service lines

• High cost structure• Over priced• Limited customer base

• Competition from other apparel players• Cyclical economic changes• Economic slowdown• Rising costs of raw materials, commodity prices

OPPORTUNITIES

STRENGTHS

WEAKNESSES THREATS

SWOT

Business strategy Long-term recommendations Open a discount clothing store Invest in overseas expansion (Australia…) Expand the online shopping

Short-term recommendations Sponsor college events Review the choice of magazines where A&F

places ads

Sources http://en.wikipedia.org/wiki/Abercrom

bie_&_Fitch#History http://www.abercrombie.com/webapp

/wcs/stores/servlet/home_11203_10901_-1

http://finance.yahoo.com/q?s=ANF