A&F Case Study

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Title: A&F Case Study

Essay Details:

Subject: Social Issues

Author: Maria S

Date: November 20, 2014

Level: University

Grade:

Length: 10 / 2854

Essay text:

When Mike Jeffries, an ambitious manager, came in as chief executive in 1992, the company had 20 U.S. stores, a handful of outlets in Canada and was losing $25-million a year selling classic, "frumpy" preppy styles. Jeffries proposed an unexpected plan of brand restoration and Abercrombie turned to "casual luxury" for college students. The promotion strategy targeted college students 18-22 years old and primarily used provocative sexual content and images. This strategy led to quick and successful promotion among the target audience. Abercrombie was rated as the second coolest brand after Nike...

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