Abercrombie

June in Retail: Lots of NEWS Traffic!

June in Retail: Lots of NEWS Traffic!

June was stunningly busy in retail. In terms of news, at least. If  you follow retail (why wouldn’t you? It’s a terrific forum for battles of strategy & execution!), fyi some links: WINNERS: Sobeys buys Safeway Canada. In any acquisition, the ‘culture fit’ is a huge issue- and that certainly remains unresolved. But the geographic fit is exquisite [...]

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‘Aberblunder’ Bobbles It Again

‘Aberblunder’ Bobbles It Again

For a supposed style icon, Abercrombie & Fitch isn’t showing style in how it handles its image. Two years ago, I ripped A&F for a not-so-subtle blunder when they tried to ‘bribe’ the lowbrow JerseyShores reality TV show. They indiscreetly slammed down a big money offer when Mike ‘The Situation’ proclaimed his love of the brand. Clearly, a non Blue Blood sporting more muscles than [...]

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Channel Considerations- a Thinkers’ Sequence

Channel Considerations- a Thinkers’ Sequence

No sooner had I recently posted about the ‘new classic’ optional channels to market … http://www.spitfireglobal.com/2012/01/classic-channels-2012-there/ when I realized that by listing those, I do a disservice to other distribution considerations that are just as relevant. So I’ve included a visual tool I keep in my mind for Expansion Strategy decisions. (No, I didn’t get [...]

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The Tao of Exclusivity

The Tao of Exclusivity

I recently saw a Busker festival; a rare chance to see street performers do the seemingly impossible- contortions, magic, and so on. It’s the unexpected and the surprise that makes such a performance more remarkable – if one saw it every day, it  would lose its lustre. Retail chains that expand, know this well. Their [...]

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Some Situations Call for Anti-Publicity

Some Situations Call for Anti-Publicity

Abercrombie is upscale clothing, a longstanding choice of the well informed, upscale “Old Rich”; with standards to maintain and an image to safeguard. Sound easy? Not so fast. Sometimes a brand’s image can be hit by elements beyond control. eg ‘Jersey Shores’ cast members wear Abercrombie, not because of Abercrombie’s wishes, but in spite of [...]

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