Abercrombie & Fitch and American Eagle Outfitters are two corporate entities that compete for the college and high school markets. Abercrombie and Fitch is an American retailer that emphasizes on casual wear for teen consumers age between 18 and 22 years of age. It commenced business in the nineteenth century. Currently, it is dominating the American teen wardrobe with over three hundred outlets in the United States, and anticipating for international expansion.
Founded by David Abercrombie and Ezra Fitch in Manhattan Borough, it started as an influential business of sporting and expedition goods. Manhattan store was closed in 1977 after the company had filled the chapter 11 bankruptcy. Oshman’s Sporting Goods revitalized the name in after purchasing the already non-operational company’s name and mailing list. It was later launched as a mail order store concentrating on novelty items and hunting wears.
More outlets were opened in Beverly Hills, Dallas and New York. In light of the market share controlled by Abercrombie, this paper discusses the history of Abercrombie and sexuality and racism in relation to it. On the other hand, American Eagle Outfitters commenced its operations in 1977 as a subsidiary of Retail Ventures, Inc. Jerry and Mark Silverman are accredited with the founding of the company.
The company targets consumers of both sexes of between the ages of 14-25. The company deals with products such as Henley shirts, low-rise jeans, and graphic T-shirts. More comparison between Abercrombie and Fitch and American Eagle Outfitters follows beneath. Summary of Each of the Company's Current Activities & Plans Abercrombie and Fitch has embarked on an aggressive marketing campaign to it boost its market dominance and rejuvenate its self from the loss occasioned by the financial meltdown.
The initiative will also see the company venture new markets to increase its market by 20% in two years. American eagle outfitter, on the other hand, is on an overseas expansion program. The company wants to increase its presence in Europe and other priority areas. In conclusion, it should be noted that Abercrombie and Fitch has presented several lawsuits against American Eagle Outfitters because the latter copied their designs. In their defense, American Eagle Outfitters were of the opinion that the alleged designs could not be copyrighted in the United States.
Thus, this made American Eagle Outfitters to trend their designs away from those by Abercrombie & Fitch. The difference emanates from the fact that the designs by American Eagle Outfitters are considered cost-efficient because they are retro/vintage. Designs by Abercrombie & Fitch are recognized internationally as “preppy” and high-grade.
