This report does not claim to be a complete analysis of Abercrombie & Fitch Co, but it provides a general overview of the situation of the company. It looks at internal and external factors using marketing tools like PEST- or SWOT-analysis. Because of the better data situation it focuses on the US market.
General Information
Abercrombie & Fitch Co. (A&F) is a stock exchange listed clothes company. In its 1,125 shops it sells high quality casual clothes, personal care items and accessories for men, women and kids. It consists of the brands Abercrombie & Fitch, Abercrombie, Hollister and RUEHL. Its headquarter is located in Albany Ohio (USA) since 2001.(Abercrombie & Fitch, 2009).
In 1892 David Abercrombie opened a shop called Abercrombie & Co which
specialized in camping equipment. In 1904 Ezra Fitch joined the company and the name was changed to Abercrombie & Fitch (Pitzke1, 2007).
With a change in the management in 1992 Abercrombie & Fitch repositioned itself in the market shifting its main focus on young and casual lifestyle fashion with the main target group being 18 to 22 year-old college students, male and female.
With the brand Abercrombie launched in 1998 the Company extended its business and tried to reach boys and girls between seven and fourteen.
Table of Contents
- Introduction
- General Information
- Macro Environment and Competitive Audit
- PEST Analysis of Abercrombie & Fitch
- Political Factors
- Economic Factors
- Social Factors
- Technological Factors
- Abercrombie & Fitch Competitive Analysis
- Top Abercrombie & Fitch Competitors
- American Eagle Outfitters Company Description
- The Gap Company Description
- J. Crew Company Description
- Competitive Forces Analysis - Five Forces Model
- Threats of Rivalry
- Threats of New Entrants
- Threats from Substitute Products
- Threat from Bargaining Power of Supplier
- Treats from Bargaining Power of Buyers
- Top Abercrombie & Fitch Competitors
- PEST Analysis of Abercrombie & Fitch
- Internal Analysis
- The Value Chain
- Primary Value Chain Activities
- Support Activities
- SWOT Analysis of Abercrombie & Fitch
- Strengths
- Weaknesses
- Opportunities
- Threats
- The Value Chain
Objectives and Key Themes
This report aims to provide a general overview of Abercrombie & Fitch Co.'s market position, analyzing both internal and external factors. It utilizes marketing tools such as PEST and SWOT analysis, focusing primarily on the US market due to better data availability. The analysis does not claim to be exhaustive.
- Company Overview and History of Abercrombie & Fitch
- Analysis of the Macro-environment (PEST Analysis)
- Competitive Landscape and Market Positioning
- Internal Analysis of Abercrombie & Fitch (Value Chain and SWOT)
Chapter Summaries
Introduction: This introductory chapter sets the stage for the report, clarifying its scope and limitations. It explicitly states that the report will not be an exhaustive analysis of Abercrombie & Fitch but will offer a general overview, focusing on internal and external factors using marketing analysis tools such as PEST and SWOT analysis. The report's concentration on the US market due to the readily available data is also highlighted.
General Information: This section provides essential background information on Abercrombie & Fitch Co. (A&F), including its stock exchange listing, the number of stores, the types of products sold, its various brands (Abercrombie & Fitch, Abercrombie, Hollister, and RUEHL), and its headquarters location. The historical development of the company, from its origins in 1892 as a camping equipment supplier to its repositioning in 1992 as a young, casual lifestyle fashion retailer, is traced. The expansion of the company through the launch of new brands targeting different age groups (Abercrombie Kids, Hollister) and its overarching strategy to appeal to specific customer demographics are also detailed.
Macro Environment and Competitive Audit: This chapter delves into the external factors influencing Abercrombie & Fitch. It begins with a PEST analysis, examining political, economic, social, and technological factors that impact the company. The political analysis notes the free-market environment in A&F's operating countries and regulations concerning intellectual property rights and employee laws. The economic discussion considers the effects of economic cycles and factors like oil prices, inflation, and interest rates on the company. The social analysis emphasizes the importance of demographics and understanding customer preferences. The competitive audit part of this chapter assesses Abercrombie & Fitch's competitive landscape, including an in-depth analysis of its key competitors (American Eagle Outfitters, The Gap, J. Crew) and an application of Porter's Five Forces model to understand the competitive pressures facing the company.
Internal Analysis: This section focuses on Abercrombie & Fitch's internal capabilities and resources. It begins with a value chain analysis, outlining the company's primary and support activities. Subsequently, a SWOT analysis is conducted, identifying the company’s internal strengths and weaknesses as well as external opportunities and threats.
Keywords
Abercrombie & Fitch, PEST analysis, SWOT analysis, competitive analysis, value chain, marketing management, fashion retail, target market, brand management, competitive forces, economic factors, social factors, political factors, technological factors.
Abercrombie & Fitch Company Analysis: Frequently Asked Questions
What is the purpose of this report?
This report provides a general overview of Abercrombie & Fitch Co.'s market position, analyzing both internal and external factors. It uses marketing tools like PEST and SWOT analysis, focusing mainly on the US market due to better data availability. The analysis is not exhaustive.
What topics are covered in the report?
The report covers a company overview and history, a macro-environment analysis (PEST), a competitive landscape and market positioning analysis, and an internal analysis of Abercrombie & Fitch (Value Chain and SWOT).
What is included in the "Table of Contents"?
The table of contents details the structure of the report, including an introduction, general company information, a macro-environment and competitive audit (with PEST analysis and competitor comparisons), and an internal analysis (with value chain and SWOT analysis). Each major section is further broken down into subsections.
What is the PEST analysis used for?
The PEST analysis examines the political, economic, social, and technological factors impacting Abercrombie & Fitch's business environment. This helps to understand external factors influencing the company's success.
What competitors are analyzed in the report?
The report analyzes key competitors such as American Eagle Outfitters, The Gap, and J. Crew, comparing their offerings and market positions relative to Abercrombie & Fitch.
How is the competitive landscape assessed?
Porter's Five Forces model is used to assess the competitive pressures facing Abercrombie & Fitch, considering threats from rivalry, new entrants, substitutes, supplier power, and buyer power.
What is the value chain analysis used for?
The value chain analysis outlines Abercrombie & Fitch's primary and support activities, illustrating how the company creates value and identifies potential areas for improvement.
What does the SWOT analysis reveal?
The SWOT analysis identifies Abercrombie & Fitch's internal strengths and weaknesses, as well as external opportunities and threats. This helps assess the company's overall strategic position.
What is the scope and limitations of this report?
The report focuses on providing a general overview and does not claim to be an exhaustive analysis of Abercrombie & Fitch. The analysis primarily concentrates on the US market due to data availability.
What are the key takeaways from the chapter summaries?
The chapter summaries provide concise overviews of each section, highlighting key findings and methodologies. They emphasize the use of PEST and SWOT analyses to understand the company's internal and external environment, and the focus on the US market due to data limitations.
What are the keywords associated with this report?
Key terms include Abercrombie & Fitch, PEST analysis, SWOT analysis, competitive analysis, value chain, marketing management, fashion retail, target market, brand management, competitive forces, economic factors, social factors, political factors, and technological factors.
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- Phillip Weber (Autor:in), 2009, Abercrombie & Fitch. Marketing Analysis, München, GRIN Verlag, https://www.grin.com/document/147508
