Table of Contents
Introduction of A&F ……………………………………………………………………………………………………………………………………… 2
SWOT Analysis ………………………………………………………………………………………………………………………………………………. 2
Strengths: …………………………………………………………………………………………………………………………………………………… 2
Weaknesses:………………………………………………………………………………………………………………………………………………. 3
Opportunities: …………………………..………………………………………………………………………………………………………………. 3
Threats: ………………………………………………………………………………………………………………………………………………………. 3
External Analysis PESTEL …………………………………………………………………………………………………………………………… 3
Political Forces ………………………………………………………………………………………………………………………………………….. 3
Economic Conditions ……………………………………………………………………………………………………………………………….. 3
Social Conditions ………………………………………………………………………………………………………………………………………. 4
Technologies Changes……………………………………………………………………………………………………………………………… 4
Environment Factors……………………………………………………………………………………………………………………………….. 4
Legal Factors ……………………………………………………………………………………………………………………………………………… 4
Porter’s Five Forces Analysis ……………………………………………………………………………………………………………………… 5
Rivalry Among Existing Firms ……………………………………………………………………………………………………………….. 5
Threats of Potential New Entrants ……………………………………………………………………………………………………….. 5
Threats of Substitutes ……………………………………………………………………………………………………………………………… 5
Bargaining Power of Suppliers………………………………………………………………………………………………………………. 5
Bargaining Power of Buyers …………………………………………………………………………………………………………………… 5
Internal Analysis …………………………………………………………………………………………………………………………………………… 5
Resource Types…………………………………………………………………………………………………………………………………………. 5
Firm Capabilities ………………………………………………………………………………………………………………………………………. 6
Conclusion ……………………………………………………………………………………………………………………………………………………… 6
Recommendations………………………………………………………………………………………………………………………………………… 6
Referencing ……………………………………………………………………………………………………………………………………………………. 7
Introduction of A&F
Abercrombie & Fitch Company (A&F) is an American casual luxury apparel and
accessories retailer, which was first founded in 1892 in New York City by David T.
Abercrombie and Ezra H. Fitch. Abercrombie & Fitch Company currently leaded by CEO
Michael S. Jeffries.
A & F is the present leading casual apparel retailer brand that includes Abercrombie &
Fitch, Abercrombie Kids, Hollister and Gilly Hicks. The company merchandise it’s
product in retail stores through worldwide and also operates online stores and
catalogues. A & F mainly focuses on casual luxury wear for those teenagers to young
adults that love sporty, comfortable, stylish, trendy and fashionable look and most
importantly A & F guarantees its entire product for fitting, feel and quality.
(“Abercrombie & Fitch Company – Company Profile, Information, Business Description,
History, Background Information on Abercrombie & Fitch Company,” n.d.)
SWOT Analysis
Strengths:
o Brand Image (Reputation)
The company have a great brand reputation worldwide and are presently in many
different countries with a strong base at United States.
