Abercrombie and Fitch SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 25063

SWOT Analysis of Abercrombie and Fitch with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Abercrombie and Fitch

Parent Company

Abercombie and Fitch Company


Apparel and Accessories


Lifestyle and Retail

Tagline/ Slogan

Casual Luxury


Casual wear for those with a chic and adventurous attitude



Those who love the sporty, comfortable, fashionable and glamorous look

Target Group

Medium to high purchasing power and love to experiment with their looks


Stylish outfits along with chic accessories for those who love looking hot and chic at all times

SWOT Analysis


1. They are present in about 300 locations in the whole of United States and over 1100 stores across the 4 different brands including Hollister etc.
2. They have a very good brand name worldwide and are present in many different sectors
3. They have about 9000 employees working for them who are highly involved in detailing and perfect craftsmanship
4. They have a very strong brand advertising

5.They are a very large retailer of casual clothing and have many subsidiary brands that go along with it

6.Their stores have been considered to be the most innovative kind of store format as they always have entertaining music playing in the background, along with amazing interiors and cologne being sprayed on all customers

7.Unique sales strategy and excellent marketing making a high brand recall


1.Strong competition means limited market share, and also problem from fake imitations
2.They have been allegations in the news for things like discrimination against employees etc. and hence lots out on a lot of clientele


1.Online Retail is gaining a large amount of importance
2.They can expand into unexplored global markets and create a foothold their also
3.Franchising and takeovers are major opportunities for the clothing brand in today’s situation


1.Slowdown in spending on clothing
2.Consumer switching is on the rise especially to better quality luxury brands who have  a similar brand attitude
3.Brands replicating their styles along with counterfeits available at much lower prices than their products



1.Urban Outfitters
2.American Eagle
3.Tommy Hilfiger


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