Abercrombie and Fitch

Web. 2 Mar. 2010

When Abercrombie & Fitch first opened, it was strictly a sporting goods store. The only people who shopped at Abercrombie were the very wealthy. The store did not do well financially due to this fact, so management decided to add a line of expensive men’s clothing to the store. Things then got even worse, and the store went bankrupt. However, Oshman’s Sporting Goods Vice Chairman Alvin Lubetkin later purchased the Abercrombie name and wanted to open it to a broader class of people. However, this did not work and the store struggled to find its identity, in other words what type of people it would sell to. Lubetkin tried making large stores which were unsuccessful ...

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2 Mar. 2010

Goldstein’s starts the essay by saying the stereotypically poplar high school kids shop at Abercrombie & Fitch, and the store is at it’s own fault for making this true. It hires only the most good looking and popular kids to work there so it can market and sell popularity. Michael Jeffries took over the company in 1999 and had the store do a complete turn around. It now sold clothes for costumers around the ages of 14-24 instead of conservative expensive men’s wear. This was a success and eventually hundreds of more stores were opened nation wide. Not only did Jeffries create a certain standard for his local employees, but even his executives have muscular and good looking attributes, and would fit the “look” to work at any of the stores. However, this came with much success as Abercrombie was outselling the most successful businesses such as Ralph Lauren. However, Jeffries loses some control of his sales sometimes and his profit goes down. For example, ...

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PAPER DETAILS
Added: 4/16/2011 08:43:17 PM
Submitted By: fac8900
Category: Business
Type: Premium Paper
Words: 559
Pages: 3

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