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Essay / Research Paper Abstract
A 12 page paper. The Abercrombie brand dates back to 1892 when David Abercrombie opened his first outdoors apparel and equipment store. The name was changed when Ezra Fitch bought into the company in 1900. Since that time, this company has faced bankruptcy, been bought out twice, changed its focus entirely, been sued for discrimination and been accused of promoting promiscuity. This essay provides a short history of the company and discusses branding, marketing strategies and problems, competitors with selected financial data, and plans for the future. The essay begins with an executive summary and ends with conclusions. Bibliography lists 12 sources.
Page Count:
12 pages (~225 words per page)
File: D0_PBanfan.rtf
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Unformatted sample text from the term paper:
a regular customer bought into the company in 1900. The company grew and expanded, eventually moving into its own building on Madison Avenue in 1971. Abercrombie & Fitch had also
expanded its inventory to carry womens outdoors clothing. By the middle of the 1970s, it was facing numerous challenges and sales declined so much, the company needed to file bankruptcy.
It then was bought out twice. The company began a steady upswing in 1992 and now has four separate brands, each catering to a different market segment. The target markets
range in age between 7 years old and 35 years old. This company continues to stay in front of its major competitors, such as American Eagle Outfitters and The
Gap. It does so by protecting and promoting its brand, something the current CEO is very skilled at doing. The company has had problems beyond the fiscal ones in the
1970s. It has been charged with promoting promiscuity in its ads and it faced a discrimination lawsuit. The essay discusses not only these issues but also the future plans
for expansion. Recommendations that are made focus on marketing and changing the types of employees that staff the stores. History and Background David Abercrombie opened his first
store, Abercrombie Co. in Manhattan in 1892 (Abercrombie & Fitch, 2006). Abercrombie was an avid outdoorsman, which was his inspiration for opening a store that sold upscale outdoors apparel for
men and all sorts of outdoors equipment (Abercrombie & Fitch, 2006). Ezra Fitch, another avid outdoorsman, was a regular customer and in 1900, he gave up practicing law to buy
into Abercrombies store (Abercrombie & Fitch, 2006). The store had already relocated to a larger location (Abercrombie & Fitch, 2006). When they incorporated the business in 1904, the name was
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