Overview:
Abercrombie and Fitch (A&F) is an American retail store that sells casual clothes along with footwear, accesories, personal care. They mainly target a young age group. This business was founded in New York City in 1892. Their headquater is located in New Albany, Ohio. This company serves worldwide. They have a revenue of u.S $4.158 billion (2011). There are three other brands they have which are Abercrombie Kids, Hollister Co., and Gilly Hicks. A&F are well known but there price for what they sell can be high. Aeropostale and American Eagle Outfitters are two of there competitors that they have.
Abercrombie and Fitch (A&F) is an American retail store that sells casual clothes along with footwear, accesories, personal care. They mainly target a young age group. This business was founded in New York City in 1892. Their headquater is located in New Albany, Ohio. This company serves worldwide. They have a revenue of u.S $4.158 billion (2011). There are three other brands they have which are Abercrombie Kids, Hollister Co., and Gilly Hicks. A&F are well known but there price for what they sell can be high. Aeropostale and American Eagle Outfitters are two of there competitors that they have.
Analysis:
When you walk in this store you can see the clothes laid out in tables or in shelf's and also some are hanged. the first thing that catches your attention is the smell of the store because you can smell it from a distance. This store that i went to which is located at The Grove is way different from other A&F stores . THis one is big has three floors as soon as you step in you are in the decompression zone which is a wall with a poster of a model. You cant miss seeing all the customers petting the clothes since all the clothes is mostly laid out in tables which encourages the customers to start touching. This store has the lights dimmed which makes it look almost dark in there. you can definetly see big space between clothes. Most of the clothing is on the side and hardly any of it is in the center. Clothes is also displayed inside glass counters. They also have their Cologne behind glass and stocked up in shelf. Some of the customers seemed confuse since they had to go up to another level to go look for what they were searching for. The merchandise is all so well organized and neat here and there you would find things out of place. Some of the guest didn't even bother to go up the last floor and only made up to the second floor and would just go back down and leave.
Findings:
This specific location was not so much appealing because there lighting was terrible. Other retail stores don't dim there lights like they do. Customers actually want to be able to see the merchandise clearly. The cologne they spray is so strong in there that it seems that it is sprayed non stop. Too many floors were given to this location department stores have escalators to go up the floors but at this location you have to take the
When you walk in this store you can see the clothes laid out in tables or in shelf's and also some are hanged. the first thing that catches your attention is the smell of the store because you can smell it from a distance. This store that i went to which is located at The Grove is way different from other A&F stores . THis one is big has three floors as soon as you step in you are in the decompression zone which is a wall with a poster of a model. You cant miss seeing all the customers petting the clothes since all the clothes is mostly laid out in tables which encourages the customers to start touching. This store has the lights dimmed which makes it look almost dark in there. you can definetly see big space between clothes. Most of the clothing is on the side and hardly any of it is in the center. Clothes is also displayed inside glass counters. They also have their Cologne behind glass and stocked up in shelf. Some of the customers seemed confuse since they had to go up to another level to go look for what they were searching for. The merchandise is all so well organized and neat here and there you would find things out of place. Some of the guest didn't even bother to go up the last floor and only made up to the second floor and would just go back down and leave.
Findings:
This specific location was not so much appealing because there lighting was terrible. Other retail stores don't dim there lights like they do. Customers actually want to be able to see the merchandise clearly. The cologne they spray is so strong in there that it seems that it is sprayed non stop. Too many floors were given to this location department stores have escalators to go up the floors but at this location you have to take the