NAME JOHRA ZAHEER

SID NO. 308462/409956

COMPANY ABERCROMBIE N FITCH

WORD COUNT 3188

SUBMISSION DATE 04-Aug-2014

TUTOR NAME STEPHEN HUMPHREY

RESEARCH APPLICATIONS IN GLOBAL BUSINESS G1 LCA BUSINESS SCHOOL

INTRODUCTION

Abercrombie n Fitch is an American clothing retailer that emphasizes on casual wear for youth. It owns more than 300 locations in United States and is expanding not only in the home market and also internationally. The company operates three off shoot brands; Abercrombie & Fitch kids , Hollister co. and Gilly hicks.

The company's main competitors are Aeropostale P.S and Amarican Eagle Outfitters. The head office of the company is in New Albany'Ohio. The company owns 1006 number of stores and total assets of US $ 2.85 Billion.The famous clothing retailer is controversial for its focus on only young, fit and beautiful people.

RESEARCH OBJECTIVE

I have considered all facts and figures about the company and came to know that the company is controversial because of selling its goods to a specific type of customers.

The company describes its niche as an aspiration 'casual luxury' and the CEO of the company deliberately says that we want only young and beautiful people to shop from us. This attitude of the company is distracting its potential customers and hitting their self-esteem that is why their values are shifting into other companies. The main objective of my research is to clarify and explain this interesting attitude of the company and the consequences of it on the market and customer's flow moreover to answer the question that how company is going through the field of the competition with this attitude.

PROBLEM STATEMENT

After a keen observation of my chosen company I have found five main problems. The table below is highlighting them.