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Femke Boekholt & Lotte van 't VeerIBMe2
Judith van Diepen
Corporate Communication Management
13/03/2022
, Table of
contents
Introduction
Abercrombie & Fitch
Corporate Identity
Corporate Imago
GAP analysis
Communication groups
Communication questions
, Introduction
We made this report, with the intent to increase our expertise of the retail brand Abercrombie & Fitch. In
this report we will research how Abercrombie & Fitch provides itself and if it works in the audience. We
gathered a few sources to dissect the organisation and analyse the core values and conversation strategies.
We desire to outline and take a look at all elements of their image, norms and values that they go by. By
defining the company identification of Abercrombie & Fitch and the projected company image, we can be
more accurate with the feasible actions that can take place in order to enhance the company common
image.
Abercrombie & Fitch
Abercrombie & Fitch is an American lifestyle retailer that focuses on casual wear. Its headquarters are in
New Albany, Ohio. The organisation is a mother brand to three other brands: Abercrombie Kids, Hollister
Co., and Gilly Hicks. As of February 2020, the organisation worked 854 stores across all brands. Once known
for its sexualized promotion crusades, the organisation has restrained its symbolism and no longer shows
almost nude models in their ads. As indicated by then-Chairman Arthur Martinez, these progressions were
executed to show that the organisation is advancing alongside its consumers. Abercrombie & Fitch is
striking for utilising "brand agents" (recently called "models") for store client support.
In April 2017, the organisation was depicted by Standard and Poor's as having a market worth of $650
million and about $420 million money available. In May 2017, the organisation was in converses with selling
itself.
Potential purchasers included Express, American Eagle Outfitters, and Cerberus Capital Management.
Exchanges fizzled by early July. Because of the news, on 10 July the company's stock fell 21%
Corporate Identity
Personality
Mission
Abercrombie & Fitch has two main mission statements:
‘Designing and producing comfortable and long-lasting clothes.’ (2021)
Abercrombie & Fitch is a clothing brand that has been focused on creating trendy outfits for every season.
This mission statement is focused on the customer satisfaction of the customer.
‘Diversity of Human Resource Management.’ (2021)
Abercrombie & Fitch is focused on building leaders of inclusive culture. They hope to create leaders with
acceptance and respect towards different cultures.
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