With origins in athletic and excursion commodities, Abercrombie and Fitch Co. (A&F Co.) has developed into one of the most reputed men and women's retail clothing brands by the year 2012. From the commencement, A&F has "stuck to (its) knitting by not striving to be all things to all people" and embraced the doctrine of creating a unique brand experience throughout each of its subsidiary company brands.
The company’s CEO was confronted with the resolve to focus attention on enlarging direct-to-consumer operations and international brick and mortar shops, while closing stores locally. The brand found growth in revenues in recent years but, in 2011, saw a drop in shares after missing Wall Street's projected estimates. A&F Co. was in an interesting place - the business had to choose where to center its brand and which market segment it would cater toward.
PUBLICATION DATE: November 28, 2012 PRODUCT #: W12342-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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