INTRODUCTION
Michael S. Jeffries, Abercrombie’s CEO, told stock analysts in May that the four-story New York store, which opened in November, has drawn “a very large percentage of international customers, a very large percentage European,” adding, “We are thrilled with what we are learning about running high-volume stores. It gives us huge confidence for the international potential of this brand.” (Abercrombie & Fitch, 2007)
Then, Abercrombie & Fitch decided to expand its brand throughout the european market.
Abercrombie & Fitch has recently opened its first store in Europe. Indeed, on March 22, 2007, Abercrombie & Fitch opened a store in Mayfair, London. It is a big success, indeed the store generated a volume of $280,000 in its first 6 hours of operation. (Abercrombie & Fitch, 2007)
On July 13, 2007, Abercrombie & Fitch Head Office based in New Albany, Ohio, United States of America, announced “its plans to expand its retail presence throughout Europe. The Company is in the process of securing locations in Italy, France, Germany, Spain, Denmark and Sweden and plans to identify additional key locations in the United Kingdom.” (Abercrombie & Fitch, 2007)
Because of the success of the first european store based in London, the Board of management decided that the new team based in England will be responsible for the expansion of the company throughout Europe.
A contract between Abercrombie & Fitch and PBS Real Estate has already been signed. Indeed, “Abercrombie & Fitch has retained PBS Real Estate, LLC (PBS Real Estate), and its Principal Laura Pomerantz, as exclusive European and United Kingdom real estate consultant to identify locations that best support the Abercrombie & Fitch brand attributes.” (Abercrombie & Fitch, 2007)
The Board of Management based in United States of America thinks that it is a good time for expansion throughout Europe. Indeed, Mike Jeffries, Chief Executive Officer and Chairman of the Board of Abercrombie & Fitch stated: “We have been evaluating the European markets for some time and it is clear that the demand for the Abercrombie & Fitch brand is very strong”. He added: “We believe that now is the ideal time for us to execute our international growth strategy with expansion throughout Europe.” (Abercrombie & Fitch, 2007)
As mentioned above, Abercrombie & Fitch plans to expand in many markets throughout Europe. As the Marketing Manager of Abercrombie & Fitch Ltd., based in United Kingdom, I got the responsibility to choose which market is the best in order to keep on making the brand successful.
Eddie Bauer Inc, offers many different products for both men and women who seek versatile, classically styled, high quality merchandise to meet their wardrobe and home décor needs. Eddie Bauer considers the location of its stores to be the most vital factor in achieving maximum sales. The company, however, must determine how it can best identify these locations in order to reach its target market. With recent demographic changes, it is essential that they gather information to answer some key questions in order to do so. (Aaker, Day, Kumar, & Leone, 2010)
Abercrombie and Fitch is an American retailer who has been facing many outstanding issues and is at risk of disappearing. For the past two decades, the company has been facing severe controversy. Abercrombie and Fitch has been long criticized for lack diversity and inclusion. The company excludes minorities and plus-sized customers from its stores. This controversy has brought many financial problems to Abercrombie and Fitch.
...h the stores are located in the south, the business is expanding its chain and opening stores in North Carolina in 2014.
I believe American Eagle Outfitters should try to venture into the international market to increase their sales and become more known worldwide. It would benefit American Eagle to become an international company also to broaden their target market and customer loyalty. Introducing a business line in their company can also benefit American Eagle since some of their competitors have not entered into that arena as of yet. If American Eagle delivers a strong marketing campaign and increases promotion of their company this would definitely benefit the company in the ling run against the changing market.
Recent news of Nordstrom’s implementation strategies towards expansion alludes to success for both their retail and credit business segments. Nordstrom has recently expanded internationally by opening stores in Canada. Diving into a new marketplace will help increase revenue and increase their market capitalization. In May 2016, they claimed to have achieved their milestone through development of their rewards program, which allows customers to earn benefits no matter how they choose to pay. As a result, Nordstrom claimed, “the company has approximately 6 million active Rewards customers, up nearly 30 percent from 4.7 million in the prior quarter.” (Nordstrom) Some of the primary reasons that people shop at Nordstrom are for great customer service, their no questions asked return policy, personal stylists, ambience, in-store amenities, and free alterations. Through a recent posting of a previous Nordstrom employee, Mike Schoultz, explains, “the Nordstrom marketing strategy uses customer experience design as a key difference maker. The company is perhaps as known as much for its experience design as it is for the merchandise it sells.” Nordstrom has a way of making their customers feel
I would suggest that they incorporate more diversity in their ads and campaigns to reach different ethnicities if they want to continue to expand. Also, in stores, particularly the Willow Grove, PA location, is very large and spacious. Upon entering the store it is primarily women’s apparel and accessories, as well as men’s. Maybe the company can incorporate more of its products in this location, to provide consumers with more of a product assortment.
In addition to the mission statement, A&F is dedicated to its brand vision, attributes, and values of the company (Farfan).When asked about its stakeholders, Abercrombie & Fitch discussed how they feel their brand is authentic, relevant to the fashion industry, and that the brand focuses on growth and stability which they feel is extremely important.
Respondent Abercrombie & Fitch Stores, Inc., operates several lines of clothing stores, each with its own “style.” Consistent with the image Abercrombie seeks to project for each store, the company imposes
Abercrombie and Fitch, a clothing company, that advertises, to the American young adult population, was founded in 1892 by two men; David T. Abercrombie and Ezra Fitch. David T. Abercrombie was born in Baltimore and was a former inventor and taper. Ezra Fitch was a successful lawyer. David convinced Ezra to become his partner in 1892, when the company was founded. By 1904 Abercrombie was the largest outdoor equipment and clothing store in the US. Today A&F is one of the biggest clothing companies, selling the “all-American” vintage look.
Tommy Hilfiger has an aggressive market development strategy with diversifying and pursuing markets that are already carried by the company. The company has taken their success in the U.S and found comparable markets overseas with a great deal of success. The company is strongest in the US because of sheer volumes. They are the fastest growing in Europe. They are also the No 1 designer brand in Central America, South America and Canada. The company holds steady in the top ten in Japan with lots of competition. The business is also strong in South-East Asian markets like Hong Kong, Taiwan, Korea, and Singapore. Tommy Hilfiger is currently setting up all over China and considers India its new horizon.
Belk Inc is one of the American mid-range, most sought after and the largest privately owned mainline department store company. It boasts of more than 300 classic fashion department stores mostly found in the southern states. Its outstanding dedication to diligently serving customers has earned it acceptance in sixteen states and sales totaling $3.5 billion in the past year. The rise of Belk has not been easy and its success has been inspired by the overwhelming and ever-swelling market in the southern states of the nation. The first store was established in 1888 by one ambitious man, Henry Belk in Monroe, NC with $750 in savings, a $500 loan, and $3,000 worth of goods taken on consignment. His passion and focus enabled
O'Keefe, Benjamin. "Petitioned Abercrombie & Fitch." Change.org (n.d.): n. pag. Nov. 2013. Web. 05 Apr. 2014. .
Abercrombie and Fitch, also known as A&F, is an American retailer that focuses on casual wear and accessories for young...
Today, this brand has more than 100 branches in US and Canada. Furthermore, over 1,400 boutiques worldwide. They mainly focus on Bohemian style that highlights up to date trends, as well as vintage garments. Thus,
...ries such as Spain, Belgium, UK, Japan, and China. Future growth can be obtained through positioning current brands in those emerging markets.