Abercrombie Case Study Flashcards

1
Q

Abercrombie was originally founded in…

A
  • 1898 by David T. Abercrombie in Manhattan
  • Originally targeted hunters and fisherman for outdoor gear
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2
Q

In 1998 Abercrombie…

A
  • Bought by The Limited Inc.
  • Became soley apparel based
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3
Q

3 Flagship stores

A

Abercrombie (middle schoolers)
Hollister (high school)
A & F (college)

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4
Q

New CEO after Abercrombie lost 25 million $ in 1992

A

Michael Jefferies, who had a new clear vision and strategic plan to establish a segmented marketing strategy

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5
Q

Jefferie’s vision

A
  • Targeting cool, sexy younger consumers using sex appeal
  • “The Abercrombie Affect”, very successful due to its sense of exclusivity
  • Also faced criticism and developed a negative reputation among some
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6
Q

Controversial aspects

A
  • Didn’t offer size XL and up for women, but were available for men
    (largest women pant size was 10 while the average women pant size is 12-14)
  • Standards of beauty unrealistic and promoted unhealthy expectations
  • Jeffries criticized for the way A&F negatively contributed to issues of body image and gender stereotypes
  • Mandatory for employees to maintain the standards they expected of customers including regulations on employees hair, makeup, etc.
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7
Q

Summer 2013

A
  • Sales down 10%, women’s apparel sales down 30%
  • Move to boycott the A&F brand
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8
Q

Why many marketers support the idea that exclusivity in brands is a powerful thing

A
  • Targeting a broader customer base may dilute the prestige of the A&F brand
  • Marketers in many industries know that it is often easier and more cost effective to retain loyal customers then to target new ones outside of the target market
    *H&M featured larger-sized mannequins to display lingerie and was criticized for promoting obesity
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9
Q

Things Abercrombie could do

A
  • Change marketing approach to less sexualized
    -Add more sizes, expand market
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10
Q

What are problems with the brand

A

Discrimination against types of people
Discrimination against employees
Not keeping up with the changing of the times
Didn’t want to be “vanilla” (aka non controversial)

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