Abercrombie And Fitch Essay

Unfortunately in 1976, Abercrombie and Fitch had to file for Chapter 11 bankruptcy due to the fast they had lost $1 million. A Houston-based chain, Oshman’s Sporting Goods purchased the Abercrombie and Fitch name, trademark, and mailing list two years after they filed for bankruptcy. When they opened the store the merchandise included exercise machines, Harris-tweed jackets, and $70 pith helmets. Toward the end of 1986, the chain had successfully opened up 26 stores. However the stores veered away from hunting and fishing supplies, their main focus was exercise machines, tennis rackets, golf clubs, and other gear. In addition the Oshman-owned Abercrombie and Fitch had introduced a men and women’s clothing department that stocked business, casual,

Here, some changes were made and the company mainly focused on apparel. Men’s sportswear and furnishings took up 60-65 percent of the merchandise, while women’s wear took up 20-25 percent and the remaining 15-20 percent were gifts, such as grooming products and nature books. Michael Jeffries was an executive at Paul Harris however; he took over the role as president when Sally Frame-Kasaks left in February 1992. At the end of January 1995, Abercrombie and Fitch had a total of 67 stores. Jeffries goal was to change the target market completely focusing in on American youth. It get rid of conservative clothing lines and brought in higher priced casualwear for both men and women. He solely based his employees on their taste of clothing, music and entertainment because the company was dedicated to youth, good looks, and fun. Many of Abercrombie and Fitch’s advertising methods were provocative and concerned some parents. However, American kids ranked Abercrombie and Fitch the sixth company for cool brands, according to a survey by Teenage Research Unlimited. Since Abercrombie and Fitch was doing so well the company opened up a store for children called Abercrombies, in 1999 (Abercrombie & Fitch Co.