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External Analysis
Target market
Abercrombie and Fitch is one of today’s most popular clothing companies that cater to American’s youth culture. Abercrombie and Fitch clothing is worn by children and young adults, but is largely marketed to the college-age population. Abercrombie and Fitch have been in existence since 1892, beginning as an outdoors sporting goods supplier. ... Abercrombie and Fitch clothes are even worn by cast members of the hugely popular television show, friend. ... Abercrombie and Fitch recently introduced toned-down “Abercrombie” stores with a target market of 7 to 14 year olds. Abercrombie and Fitch have received both positive and negative publicity as a result of its target market. Abercrombie’s positive publicity is mainly due to the positive reaction of 18 to 22 year-olds. Alternatively, Abercrombie’s negative publicity is attributable to parents, legislators and consumers advocates. Such individuals feel that the Abercrombie’s depiction of the American college experience is not seen as responsible by growing number of parents and lawmakers, especially because the company’s message are reaching children under 18. ... Abercrombie and Fitch primary competitors are Gap Inc, Banana Republic, Old Navy, and J Crew. Brand positioning due to the nature of the retailing business, Abercrombie and Fitch must and had been constantly focus on the customers needs with high levels of service on order to capture, create, and retain a competitive advantage. Ultimately, brand image, service and quality are the winning criteria for Abercrombie and Fitch. ... Many retailers, including Gap competitors Abercrombie & Fitch and American Eagle have also experienced ugly first-half results, especially in the same-store sales category.
Social, legal, and regulatory issues
The Asian Pacific American Resistance & Empowerment Network (APAREN), a national collective of progressive Asian Pacific Americans (APA), denounces Abercrombie & Fitch for its racist actions directed toward Asian and APA communities. ... One shirt even had a caricature of the Buddha with the slogan “Buddha Bash: Get Your Buddha on the Floor;” Another Abercrombie & Fitch shirt, which is reportedly still being sold by the company, features the Chinese name of Li Hong Zhang (also known as Li Hung-chang), a Chinese official in the late 1800s well known for his weakness when dealing with European governments.
Approximate Word count = 1805
Approximate Pages = 7.2
(250 words per page double spaced)
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