Case Study: Abercrombie&Fitch for English for Business and Communication at Università degli Studi di Napoli "Suor Orsola Benincasa".

1. Università degli Studi di Napoli “Suor Orsola Benincasa”
“English for business and communication”
Prof.ssa Stefania Tondo
Corso di laurea magistrale in
“Comunicazione pubblica e d'impresa”
Anno Accademico 2012/2013
SIMONE AMBRÓ
ANDREA APOLITO
FRANCESCA ESPOSITO

2. Case study

3. Index
1. A&F History
1.1 The story begins
1.2 The brand today
1.3 Headquarters
2. A&F Marketing
2.1 The models
2.2 Career opportunities
2.3 The stores
3. A&F Economy
3.1 Growth and the Italian case
3.2 Business results
3.3 Conclusions

4. 1.1 The story begins
1892
1976
Abercrombie&Fitch
birth
Bankrupt of the
company
1988
1978
A&F second life
A&F relaunch
Here starts the success

5. 1.2 The brand today

“Conquer the international market with our
Casual Luxury lifestyle brand”

The brand protection

Abercrombie&Fitch Evolution

6. 1.3 Headquarter
Where dreams come true…
- Our culture, our philosophy, our know how to realize Your happiness Home office opportunities:






Merchandising
Finance & Business Operations
Inventory Management
Information Technology
Design
Technical design

7. 2.1 The Models

The A&F shop assistants are usually models
with perfect body.

The store strategy is to set up entrance full of
semi-nude models to attract customer.

A&F using fascinating semi-nude models
always refer to sex patterns in this way making
customers
unconsciously
think
about
themselves in that pattern and willing to buy
their goods.

8. 2.2 Career Opportunities

9. 2.3 The Stores
Store main strategy is to use one shop typology
worldwide.
The principal characteristic of store are:
 Lighting
 Scent

10. 3.1 Growth and the Italian case

First Italian store:
Milan 2007

Two other Italian store:
Rome 2010 and Naples 2012

New Italian store:
Florence 2013

11. 3.2 Business results
Total Assets
3.1
3
2.9
2.8
2.7
2.6
2.5
2.4
2.3
2008
Annual Balance Sheet
2009
2010
2011
2012
X = Years
Y = Billions

12. 3.3 Conclusions

End of a life model?
Downgrading, global crisis and Jersey Shore
case.

The Eastern revival.
China and Japan renew the dream.

13. Webography / Bibliography

Business Week (Economic Journal)

http://businesspeople.it

http://eu.abercrombie.com

http://www.dailymail.co.uk

http://www.ilpost.it

http://www.marketwatch.com

http://www.wikipedia.com