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)
|Jonathan R.||Chief Operating Officer||OH|
Sample of Associated Brands
|Joanne C.||Executive Vice President & Chief Financial Officer||OH|
|Fran H.||President & Chief Merchandising Officer||OH|
|Stacia A.||Brand President - Abercrombie Kids||OH|
|Kristin S.||Brand President - Hollister Co.||OH|
|Abercrombie & Fitch Company||******|
|The A&F Club||******|
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Close Watch Update: Abercrombie, Hollister to end sexualized marketing, digital opps ahead
A&F originally had a predictive analysis score of 32 (Sept.), but moved to a 50 in Dec. when CEO Mike Jefferies stepped down.
Subject: print, magazine, digital, online, social media, millennial-focused media
Company: Abercrombie & Fitch (A&F)
Opportunity: A&F is attempting to rebrand itself once again. Last year, the company dropped many of its branded offerings and now, it intends to put an end to its overly-sexualized marketing. A&F spokeswoman Mackenzie Bruce said: “We have moved away from sexualized marketing. Today [4/25], our marketing has undergone a significant evolution. We are using mostly color images and are focused on showcasing product and trends.” This means the brand will be “toning-down” its marketing materials, including in-store photos, gift cards and shopping bags (RIP). For this new marketing angle, A&F (and sister brand Hollister) will work with internal and external creative teams, but Bruce declined to name them (we’ll keep you updated when we know more).
During the Q4 2014 earnings call (in March), EVP and CFO Joanne Crevoiserat said that A&F will dedicate more of its marketing spend to digital marketing in 2015. The move is partly a reaction to the impact that changing the company's logo did to its e-commerce business (researchhere), digital and omnichannel are top priorities for A&F moving further into 2015, so look for opportunities there. A&F has struggled to maintain relevance with the coveted teen, Millennial demographic, so any ideas on how to regain a lost customer base are much needed. Read more about A&F's struggles below.
Jefferies Departure & Office of the Chairman: A&F announced in Dec. that CEO Mike Jeffries was retiring. Jeffries was stripped of his position as chairman of the board at the beginning of the year and it seems that the company's investors finally decided to take drastic action to rescue the perpetually-failing retailer. To pour salt in a the wound, A&F's shares went up more than 6% upon the announcement. Just last year, A&F updated its marketing strategy (research previous score of 32, so be on the look out for major changes over the next year as it looks to turn around its current free fall. Digital should be a top focus since A&F has been making strides there to better engage Millennials and younger consumers.
A&F announced that non-executive chairman Arthur Martinez will become executive chairman. The company's board has also created an Office of the Chairman that includes Martinez, as well as; COO, Jonathan Ramsden; A&F brand president Christos Angelides; and Hollister brand president Fran Horowitz.
A Teenage Nightmare: Oh, how the mighty have fallen. A&F was once the pinnacle of teen fashion, but the retailer has fallen out of that demographic's good graces. Instead of possibly aging-up with its core customer base, A&F tried to cling to the teen market and, in turn, alienated its target market. In September, A&F announced plans to ditch its famous logo in favor of more “fashionable” clothes in a brand update that came, perhaps, just a little too late (research here).
In fact, Jeffries has overseen 11 straight quarters of declines in same-store sales and the outlook isn't great for the upcoming holiday season.
Digital & Big Data Approach: Updated efforts have included more online video and shopper-generated content for A&F and Hollister, with a particular focus on females. The goal here also is to improve the in-store experience, using mobile to connect digital and physical stores in a more meaningful way. Furthermore, A&F has been leveraging its CRM database to improve marketing relevance through segmentation and personalization.
Target Customers: Who knows? After facing criticism that its clothes were only for “preppy” teenagers and Jeffries himself insinuated that the chain's clothes were only for the thin and attractive, A&F has attempted to diversify offerings and sizes. But most of these attempts have fallen flat.
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).
Agency Relationships: A&F handles media buying and planning in-house and B/W/R handles PR, according to The List.
Abercrombie & Fitch Company
6301 Fitch Path
New Albany, OH 43054
Senior Vice President, Marketing
President, Hollister Brand
President. A&F Brand
Group Vice President, e-Commerce, Digital & Customer Marketing