個案資料
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Abercrombie and Fitch
內容大綱
With roots in sporting and excursion goods, Abercrombie and Fitch Co. (A&F Co.) has grown into one of the most well-known men and women’s retail clothing brands by 2012. From the beginning, A&F has stuck to (its) knitting by not trying to be all things to all people” and adopted the philosophy of creating a unique brand experience throughout each of its subsidiary brands. The company’s CEO was faced with the decision to focus attention on expanding direct-to-consumer operations and international brick and mortar stores, while closing stores domestically. The brand saw growth in sales 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 position — the company had to decide where to focus its brand and which market segment it would cater toward.<p>You might also like: Abercrombie & #Fitchthehomeless, Mountain Dew: The Most Racist Soft-drink Commercial in History?, Domino’s Pizza
學習目標
<ul><li>To examine management strategy in relation to international expansion.</li><li><br>To explore how Larry Greiner’s Growth Phases model can be applied to the retail clothing business.</li><li><br>To explore how A&F Co,’s unique branding approaches have affected its position in the market.</li><li><br>To underscore the importance of defining and clearly understanding critical strategic issues, especially balancing marketing trends and financial constraints.</li><li><br>To explore the necessity of Michael Porter’s Five Forces model to clearly understand industry competitors. </li></ul>