Abercrombie Paper
...oks as though it will continue. The men’s line is having trouble compared to the women’s line, and that has had a negative impact on the comparable store sales over the past three years. Expansion ? Merchandise Offering Abercrombie & Fitch offers a wide range of merchandise for a wide range of ages. The company has two different labels available at two different stores. Abercrombie & Fitch merchandise is only available at Abercrombie & Fitch and abercrombie stores, while Hollister merchandise is only offered at Hollister stores. Abercrombie & Fitch’s merchandise is targeted toward consumers between the age of eighteen and up through college. On the other hand, Hollister’s merchandise is geared toward a younger crowd, specifically consumers aged 14 though 18. The merchandise available from Abercrombie & Fitch is for both men and women. Everything sold in the stores covers consumers from head to toe. Men can choose from tops, sleeveless knits, graphic tees, shirts, shorts, pants, denim, gym issue, knit caps, belts, flip flops, underwear, jewelry, and cologne. Woman also have a wide variety of clothing and accessories from which to choose, like sheer bare knits, sheer knits, sheer graphics, bare knits, shirts, tops, sweaters, skirts, shorts, sleepwear, swimwear, belts, bras, underwear, flip flops, and personal care. The merchandise available from Hollister is similar but younger looking. Hollister is also meant to have a surfer-look to the apparel. Abercrombie & Fitch also publishes a catalog called Quarterly that shows much of the merchandise that customers can purchase. Website The company’s website address is www.abercrombie.com. The website is intended for anyone wishing to explore more about Abercrombie, but generally targeted to the same market as the stores themselves, 18 to 24 year old consumers. As explained later, products can be purchased from the website, so people older than the 18 to 24 target market might be making purchases, such as parents. The website is full of different categories for users to explore, detailed in the following paragraphs, each dedicated to a specific section on Abercrombie’s website. Men’s This area lists the styles of men’s clothing carried. Once a certain style is clicked, a description is given of the item ( ) and possible (view colors, add to wish list, size chart, e-mail to a friend, and add to bag). The following is a list of clothing and accessories offered: tops, sleeveless knits, graphic tees, shirts, shorts, bathing suits, pants, denim, gym issue, knit caps, belts, flip flops, underwear, jewelry, cologne, and backpacks. Users of the website can also go to a changing room, where they can put outfits together, and order gift cards. Women’s This area is basically the same as the men’s area. The categories that drop down for users are the following: sheer knits, sheer graphics, graphic tees, tanks and halter tops, shirts, tops, sweaters, shorts, skirts, pants, denim, gym issue, sleepwear, swimwear, belts, bras, underwear, flip flops, and personal care. The changing room is also accessible in the women’s area. Lifestyle This area is dedicated to hobbies and activities of the targeted 18 to 24 year old consumers. The categories in this section are the following: music (to download), movies (showing models in motion), photos (of the models), postcards (to e-mail to friends), wallpaper (for your computer), screen savers, and links to cool sites. A&F Quarterly The A&F Quarterly is the company’s magazine that showcases Abercrombie’s clothing. The website allows consumers to read different articles from the magazine, like the following: ask A&F (like Dear Abby), wild things (an article about the current season), Anna Paquin, Will Estes, and Lukas Haas (who are all people interviewed for the magazine). A&FTV This area of the website has episodes that Abercrombie has put together, usually sports related. The most recent episode if about free-styling on jet skis. This section also has other things to click on such as shows (to watch old episodes), host (to see the host of the current show), thanks (to see the host thanking people), info (which describes A&FTV), mailing list (to receive info about new episodes of A&FTV), and feedback (where users can leave feedback). View Bag This area of the site is self-explanatory. Here, customers can view what they have picked out as things they would like to purchase. Your Account This is a database the user creates about him or herself. It has the following categories: address book (to save your shipping address), wish list (to make a list of things you want that can be sent to family and friends), quick check-out (past customers don’t have to re-enter info), and A&F mail (to stay informed of product and site updates). Wish List This was described in the previous paragraph. Users can build a list of things they want, and these items can be e-mailed to friends and family so they can come to the website and purchase the items. Help This gives contact information for the company via e-mail or telephone. It also provides a list of frequently asked questions. Credit Card Abercrombie has its own credit card for consumers to use at the stores and online. There is an application to apply for a credit card online, as well as areas to check and access your current account, read privacy and security policies, and read frequently asked questions about credit cards. Order Tracking When customers purchase items online, they can easily track where their order is with this section of the website. A tracking number is entered, and the customer can find out how close the purchase is to the mailbox. Store Locator This section provides a means for anyone to find the nearest Abercrombie store. Mailing List This section is much like the mailing list found in A&FTV. People can sign up to find out the latest on what’s new at A&F. Contact Us Here, users can give Abercrombie feedback and tell them what they think about products, stores, the website, anything. Jobs Job opportunities within the company are available in this sections. Full-time and part-time positions are listed. Investor Relations This section of the website includes the following: corporate overview, stock quote, news releases, earnings estimates, analyst coverage, financial reports, SEC filings, and a calendar of events. Abercrombie Kids This is a link to the abercrombie website. One of the major strengths of the Abercrombie website is the changing room. The changing room drops down from the men's and women's titles. It allows the buyer to click a top and bottom and get a visual picture of what it’s going to look like as a combination. Another strength is the profile ...
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by kissty