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A&F Case Study

Essay specific features

 

Issue:

Social Issues

 

Written by:

George F

 

Date added:

April 27, 2015

 

Level:

University

 

Grade:

A

 

No of pages / words:

11 / 2854

 

Was viewed:

464 times

 

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Essay content:

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...
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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. The photos from the A&F Quarterly catalog were the No...
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