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 (5/32)
|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||*|
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H2 Media Opps: Abercrombie & Fitch names new brand presidents (Score 89)
Subject: print, magazine, digital, online, social media, millennial-focused media
Therefore, agencies and sellers, if you haven't been reaching out, there's no time like the present since the crucial holiday revenue period is only two quarters away now. A&F is among the most hated brands in the US, so repositioning the brand will be a near-Herculean task for the new execs. A&F relies heavily on in-store and online marketing, but brand repositioning efforts could call for increased traditional (and other non-traditional) marketing tactics. Horowitz said her 2016 goal is to “accelerate” recovery at A&F and that the team is now working on a communication strategy surrounding the new brand positioning. Sellers, this could mean a campaign is looming, so reach out for potential digital dollars here as Horowitz said the roll out would take place over the course of the year.
A&F executives did not comment on marketing specifics in the most recent earnings call, opting rather to say that while it's “too early to say exactly how we will communicate [new brand] positioning, that will be an important part of our plans going forward.” When looking at the digital breakdown (below), it seems A&F has settled into a strategy, so those with a focus on Gen Z and Millennial should have the upper hand here.
A&F handles media buying and planning in-house, according to The List.
Experience: Andersen joins A&F from Target, where she most recently served as SVP of apparel, accessories and baby. Prior to accepting the Hollister position, Scott was EVP and general merchandise manager for Victoria’s Secret.
Andersen will join A&F on June 13, and Scott will follow on August 1. Both women will report to Horowitz.
Digital Breakdown: According to Moat, A&F has run 348 display ads on 1,913 publishers this year (<1% mobile). Top ad destinations include neopets.com, douban.com, live.com and bhg.com (32% placed site direct versus programamtically). A&F has also run two high impact ads this year. For the same period in 2015, 138 display ads were run on 297 publishers (2% mobile). No high impact or video ads were run from Jan. to May 2015.
For full 2015, A&F ran 482 display and 10 high impact ads on 1,793 publishers, so look for digital display presence to continue increasing throughout 2016.
Hollister has run 301 display ads on 1,437 publishers in 2016 (<1% mobile). Top ad destinations include: douban.com, live.com, timetobreak.com and goodhousekeeping.com (3% site direct).
For full 2015, 553 display ads were run on 2,804 publishers, as were one high impact ad and five video ads (<1% mobile; 10% site direct).
For both brands, most display ads run across news, arts & entertainment and hobbies & interest sites. While display presence for both brands has been pretty steady all year, both had the heaviest presence in Q1.
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).
6301 Fitch Path
New Albany, OH 43054
Chief Merchandising Officer & President, A&F Co.
Global Digital Marketing – Display & Paid Search