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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.
