Abercrombie and Fitch SWOT Analysis

Published by MBA Skool Team, Last Updated: April 26, 2020

Abercrombie and Fitch SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Abercrombie and Fitch, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

Abercrombie and Fitch is one of the leading brands in the lifestyle and retail sector. The article below lists the Abercrombie and Fitch SWOT, competitors and includes its target market, segmentation, positioning & USP.

SWOT Analysis of Abercrombie and Fitch

For Abercrombie and Fitch, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Abercrombie and Fitch Strengths

The strengths of Abercrombie and Fitch looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value.

A list of strengths is mostly the starting point in starting SWOT analysis. Below are the Strengths in the SWOT Analysis of Abercrombie and Fitch :

1. Abercrombie and Fitch 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. A very good brand name worldwide and are presence in many different sectors has helped Abercrombie and Fitch grow
3. The company has about 9000 employees working for them who are highly involved in detailing and perfect craftsmanship
4. Very strong brand advertising of Abercrombie and Fitch products

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

6.The brand 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

Abercrombie and Fitch Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Abercrombie and Fitch SWOT Analysis:

1.Strong competition means limited market share for Abercrombie and Fitch, 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

Abercrombie and Fitch Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Abercrombie and Fitch SWOT Analysis:

1.Online Retail is gaining a large amount of importance which can boost sales for Abercrombie and Fitch
2.The company 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

Abercrombie and Fitch Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Abercrombie and Fitch are as mentioned:

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

Abercrombie and Fitch Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Abercrombie and Fitch:

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

Hence this concludes the Abercrombie and Fitch SWOT analysis.

Continue reading more about the brand/company.

About Abercrombie and Fitch

Abercrombie and Fitch Overview
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

Abercrombie and Fitch STP

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

Target Market

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

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Browse marketing analysis of more brands and companies similar to Abercrombie and Fitch. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2000 brands from over 20 industry sectors.

Continue Reading:

The brand names and other brand information used in the SWOT Analysis section are properties of their respective companies. The companies are not associated with MBA Skool in any way.
Edit the brand or add a new one to SWOT Analysis section : Contribute

Share this Page on:
Facebook ShareTweetShare on Linkedin