Abercrombie & Fitch Company | Company Profile, Marketing Contacts, Media Spend, Brands
Abercrombie & Fitch, headquartered in New Albany, OH, is an upscale retailer appealing to a young, image-conscious consumer through its four divisions. The company operates Abercrombie & Fitch stores in malls and retail centers across North America. The company appeals to teenagers through its Hollister Co. chain of stores
|Main Telephone||(614) 283-6500|
|Main Fax||(614) 283-6710|
Abercrombie & Fitch Company ContactsContacts (5/34)
|Willie S.||Chief Marketing Officer||OH|
Sample of Associated Brands
|Jonathan R.||Chief Operating Officer||OH|
|Joanne C.||Executive Vice President & Chief Financial Officer||OH|
|Fran H.||President & Chief Merchandising Officer||OH|
|Stacia A.||Brand President - Abercrombie Kids||OH|
|Abercrombie & Fitch Company||******|
|The A&F Club||******|
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Account in Jeopardy Update: Abercrombie continuing digital investments in 2016, look for H2 opps
A&F originally had a predictive analysis score of 32 (Sept.), but moved to a 50 in Dec. when CEO Mike Jefferies stepped down. Now, with the appointment of a CMO, the struggling retailer's score has shot up to 82.
Subject: print, magazine, digital, online, social media, millennial-focused media
Update (3/3): During the Q4 earnings call, COO Jonathan Ramsden said that the company would continue its digital investments in order to improve the customer experience (this includes heightened omni-channel investments). Over the past year, the company has focused on lifestyle marketing shopping and app development (particularly for A&F Male). Keep in mind that the brand recently appointed its first chief merchandising officer (deep marketing background) so investments should be up across the board as Horowitz begins setting strategy (read more below).
She faces a steep uphill battle, as A&F is among the most hated brands in the US. A&F relies heavily on in-store and online marketing and is currently refining its brand position. During the recent earnings call, Horowitz said her 2016 goal is to “accelerate” recovery at A&F and that the team is now working on a communication strategy surrounding the new brand positioning. Sellers, this could mean a campaign is looming, so reach out for potential digital dollars here as Horowitz said the roll out would take place over the course of the year.
Below was originally published on 1/6:
Opportunity: Promoted Fran Horowitz to president and CMO, a new position for the company. Horowitz previously served as president of A&F brand Hollister and replaces Christos Angelides as A&F president. In this new role, Horowitz will oversee A&F's merchandising, design, planning, marketing and stores. For the time being, she will oversee all of A&F's brands, but in time, presidents will be appointed to oversee each brand.
DailyVista has told you multiple times about the company's struggles, including the departure of embattled CEO Mike Jeffries (more info here), so keep an eye out for potential digital dollars in 2016.
A&F executives did not comment on marketing specifics in the most recent earnings call, opting rather to say that while it's “too early to say exactly how we will communicate [new brand] positioning, that will be an important part of our plans going forward.” When looking at the digital breakdown (below), it seems A&F has settled into a strategy, so those with a focus on Gen Z and Millennial should have the upper hand here.
A&F handles media buying and planning in-house, according to The List.
Experience: Horowitz joined Hollister as president in October 2014. Prior to that, she served as president for Ann Taylor Loft and has also served as EVP of merchandising and design for Express.
A&F also announced that it was suspending its search for a full-time CEO. According to executive chairman Arthur Martinez: “Given our encouraging performance, the board believes we are on the right track and we intend to continue with the current governance structure.”
Digital Breakdown: According to Moat, A&F has run 466 display ads on 1,692 publishers this year (<1% mobile). Top ad destinations include bustle.com, refinery29.com, greatist.com and douban.com (37% placed site direct versus programamtically). A&F has also run 10 high impact ads and one video ad in 2015.
For the same period in 2014, 307 display ads were run on 757 publishers (33% mobile). Top ad destinations in 2014 included hollywoodlife.com, popsugar.com, wrestlinginc.com (?) and usatoday.com (19% placed site direct). Note that in 2014, 66 high impact ads were run (no video ads).
Hollister ran 517 display ads on 2,728 publishers in 2015 (<1% mobile). Top ad destinations includ douban.com, refinedguy.com, complex.com and thefashionspot.com (10% placed site direct). Hollister also ran one high impact ads and five video ads. For the same period 2014, 363 display ads were run on 891 publishers (29% mobile). Top ad destinations included billboard.com, hollywood.com and seventeen.com (33% placed site direct). In 2014, Hollister ran no video ads and 20 high impact ads.
For 2015, A&F's digital SOV across all publishers is 16.9%, placing it at No. 2 behind H&M. Hollister's SOV is 14% (No. 3).
Competitors: A&F faces competition from fast fashion brands like Forever 21, Zara and H&M. These fast fashion chains offer teens the fashion they are looking for at a fraction of A&F's prices. Competition in the traditional mall retail space includes American Eagle, Urban Outfitters and Aeropostale, which have reported consecutive quarterly losses like A&F (research here).
6301 Fitch Path
New Albany, OH 43054
Chief Merchandising Officer & President, A&F Co.
Global Digital Marketing – Display & Paid Search