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 (5/29)
|Willie S.||Chief Marketing 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||*|
|*********** & ***** *******||*********||Digital||present||unknown|
|*********** & ***** *******||***** ****** **.||Digital||2013||present|
|*********** & ***** *******||*** ******** *****, ***.||Creative||2017||present|
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Millennial Media Opps: Abercrombie & Fitch debuts new ad campaign under new brand positioning (Score 92)
Subject: print, magazine, digital, online, social media, millennial-focused media
Company: Abercrombie & Fitch (A&F)
Update (10/18): Last month, we told you about A&F's new brand repositioning efforts (more below). Now, the company has released the first looks of its upcoming holiday ad campaign and there is nary a shirtless man in sight. In an effort to shed its "charisma, uniqueness, nerve and talent, which, good luck with that A&F.
A&F hasn't disclosed how much will be spent on the holiday campaign, but public perception being what it is, this new message is one that needs to be hammered into the brain of consumers [insert obscure Henry IV joke from Shakespeare here]. A&F has certainly made offense a skill in the past, and knowing this, will use messaging that nods to that. In the first video, messaging reads "People have a lot to say about us. They think they've got us figured out." I suppose only time will tell if A&F can truly "wipe the slate clean" and turn its business around.
Read more about DV's recent take on A&F below and click here for our take over the last year or so.
Below published 9/1
Opportunity: During the recent Q2 earnings call, A&F executive chairman Arthur Martinez acknowledged the brand is still "in a challenging environment." To mitigate this, A&F is focusing on introducing new products and investing in marketing initiatives to drive heightened awareness and increase relevance. Ultimately, the company's goals are for Hollister to be "the iconic brand of the global teenage consumer" and for A&F to the "the iconic American casual luxury brand for today's 20-something consumer."
CFO Joanne Crevoiserat said that marketing, general and admin expenses increased $8 million in Q2 (from the same period last year), due primarily to marketing expenses related to new brand positions. These will continue to require an even greater degree of spend in Q3, she added. Horowitz also mentioned that part of the new brand strategy is to "be very clear" on the fit and value proposition for customers. And look for a good portion of spend to support A&F's new denim offerings. Look specifically for digital and social to receive the largest boost.
The company is also expanding mobile and omnichannel capabilities, as well as its social media presence. In June, Hollister debuted its Cali Club loyalty program to strengthen customer relationships with the brand. The company will use findings from this roll out, as it is in the process of developing a loyalty program for the A&F brand.
Brand Repositioning: For Hollister, Fran elaborated that "summer is not just a season, but a state of mind." Therefore, Hollister's new brand positioning is aimed at delivering an experience that "liberates the spirit of summer inside everyone." Using this inspiration, Hollister is creating products that draw on natural styles, playful expressions and an idealistic spirit.
For A&F, she said research indicates a shift in what confidence means. To today's 20-somethings, image is less important that character and this is why A&F is positioned "to deliver a casual luxury experience that brings out our customers best self and inner confidence in casual, timeless looks, with special attention to detail." In order to bring this positioning to life, Horowitz said A&F would deploy "strategic" investments in marketing.
In order to bring these positionings to life, Horowitz said the company would deploy "strategic" investments in marketing. Note that the new positions follow the addition of new brand presidents for both Hollister and A&F (more here).
Remodels/Renovations:Per Horowitz, the new fully-remodeled Hollister stores continued to perform well. As such, the company is working on a new A&F prototype to be tested in early 2017.
Digital Breakdown: Data is provided by Pathmatics:
Hollister: The brand has spent $658,000 on 983 desktop ads so far this year, generating 195.9 million impressions. While ads have run continuously all year, the highest presence was in January. Note, however, that spend began rising again in August. See chart above for source breakdown of desktop impression buys.
Top ad destinations included: refinery29.com, neopets.com, stack.com, answers.com and weather.com.
Additional digital spend includes mobile/tablet ($12,000; 89 ads; 5.8 impressions) and video ($11,700; three ads; 1.5 million).
For full 2015, Hollister spent $774,000 on desktop, mobile and video combined.
Abercrombie & Fitch: The brand has spent $305,500 on 237 desktop ads this year (72.9 million impressions). A&F's digital presence was low at the start of the year, but the brand has ramped up its desktop presence beginning in June. See chart for source breakdown of desktop impression buys. Top ad destinations included: elle.com, aol.com, vogue.com, pitchfork.com and wikia.com.
A&F has also spent $19,200 on 72 mobile/tablet ads (2.4 million impressions). As with desktop ads, these have increased in frequency this summer. Note that A&F has run no video ads in 2016.
For full 2015, A&F spent a total of $586,200 on desktop, mobile and video combined (mostly on desktop).
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).
Abercrombie & Fitch Company
6301 Fitch Path
New Albany, OH 43054
Chief Merchandising Officer & President, A&F Co.
Global Digital Marketing – Display & Paid Search