2. Company History
Present the proper way science and
technology, Gothic production
2
3. Michael Jeffries
• Became CEO in 1992
• Created the look of
A&F
Present the proper way science and
technology, Gothic production
3
4. Competition
Present the proper way science and
technology, Gothic production
5. Product Image
Present the proper way science and
technology, Gothic production
6. Controversy as Marketing
Tool ?
• A&F purposely created controversy and engaged in risky
practices to attract attention, draw in shoppers, and sell more
products.
• A&F doesn’t really care about backing away from
controversy.
• “Free Advertising Gig”
Present the proper way science and
6
technology, Gothic production
7. Diversity Marketing and theory
Gothic
Present the proper way science and
7
technology, Gothic production
8. Law Suit Issues:
Present the proper way science and
8
technology, Gothic production
9. Diversity Commitment
• Increasing and promoting diversity.
• Recruiting strategy.
• Managers-in-training are now more racially and ethnically diverse.
• Supporting organizations that value academic excellence.
Present the proper way science and
9
technology, Gothic production
10. Recommendations
Diversity and Ethics
Present the proper way science and
10
technology, Gothic production
11. Financial Operation
Gothic
Present the proper way science and
11
technology, Gothic production
12. Financial Operation
Present the proper way science and
12
technology, Gothic production
23. Marketing
Strengths/Opportunities
• Store Experience: Sight, Smell, and Sound.
• Product reflects the “All American Look” target market is seeking.
• Low Advertising Costs: Word-of-Mouth Advertising
• Controversy creates awareness and free advertising.
• Clothing is “Aspirational” because of how its portrayed by the
models/employees/etc.
23
24. Marketing Weaknesses/Threats
• “Aspirational Pricing” = Broken Business
Plan
• Competition: Offering similar if not
identical products at a fraction of the cost.
(American Eagle, Gap)
• Controversy can effect brand name /
image
24