Abercrombie Essay

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MARKET - Abercrombie holds a leading position in the retail apparel market and operates stores in North America, Europe, Japan, and Canada. The A&F focus on young males and females between the ages of 14 and 20 years old to deliver a sense of simplicity and casual luxury clothing. The market for A&F being quite young, it gives them prospects to cater their existing customers, who would adopt in future the core A&F lifestyle. The brand has a hike in their sales during makes the back to school and holiday season the busiest for the company because that's when the target market demand is at its highest.
PRODUCT/SERVICE –Abercrombie & Fitch Co. is selling an array of products which include: casual sportswear apparel, including knit and woven shirts, graphic t-shirts, jeans and woven pants, shorts, sweaters, and outerwear. (U S securities and exchange commission, 2015) The A&F focuses on the product and customer experience through its legacy of carefully crafted casual yet luxury products by making use of color images and are essentially focused on showcasing product and trends. There are different segments based on age groups being targeted under the Abercrombie & Fitch, abercrombie kids, and Hollister brands. …show more content…
Brand recognition, fashion, price, service, store location, selection and quality are the competing factors in a retail store and direct-to-consumer sales. Major competitors include Aeropostale, American Eagle, Bebe Stores, Limited Brands, etc. Due to this volatility of fashion trends, new businesses are constantly entering the market. Considering the luxurious nature of specialty apparel, the industry is particularly sensitive to changes in economic conditions and has slightly higher profit

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