Abstract
How did this brand build its success story and get ahead?
We will study the company, its financial results, its positioning, pricing and global strategy to know if ABERCROMBIE & FITCH could be assimilated as a luxury brand, and try to answer to the main problems:
Today, Abercrombie & Fitch is an independent group and has set up 365 Abercrombie & Fitch stores in USA, Canada and UK.
Moreover, three other brands were born: Abercrombie for boys and girls aged between 7-14 (1998), Hollister for 14-18 (2000) and Ruehl for post-college customers (2004).
Abercrombie & Fitch is one of the most successful specialty retailers in operation today.
Abercrombie & Fitch sales points are shopaholic paradises.
Sales have never declined in the last ten years.
Since 1998, after brand's independence from the Limited, the company always increased its profits. Every single year sales takes off.
In 1998 Abercrombie & Fitch global sales were about 805 million dollars.
Last year, the brand made 3,320 million dollars.
