Le cas Abercrombie & Fitch (2007)

How did this brand built its success story and get ahead?
We will study the company, its financial results, its positioning, pricing and global strategy to know if abercrombie & fitch could be assimilated as a luxury brand, and try to answer to the main problematic:
abercrombie & fitch, pricey apparel for a luxury brand
or a rip-off for common clothing ?

abercrombie & fitch points of sale are shopaholic paradises.
Sales have never declined since almost ten years.
Since 1998, date of brand's independence from the Limited, the company always increased its profits. Every single year sales takes off.

1998 abercrombie & fitch global sales are about $805 millions (USD).
Last year, the brand made $3,320 millions.