M450_Case11 - focus on outfits for different age group...

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Helen Wong Jenny Tseng M450 Case 11 March 4 th 2008 1. Abercrombie & Fitch Co. uses a branding strategy of mixed branding. It has a set of family brands in addition to corporate name. Besides Abercrombie and Fitch that uses the corporation’s name, it also has 4 other family brands including Abercrombie, Hollister Co., RUEHL No.925, and Gilly Hicks. - Abercrombie & Fitch Co. is the corporate brand, while the 5 brands under it are its family brand. They do not have further individual brand. The 5 family brands all belong to the apparel product category; however, while Abercrombie & Fitch, Abercrombie, Hollister Co., and Ruehl No.925
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Unformatted text preview: focus on outfits for different age group, Gilly Hicks sells women underwear. 2. One of Abercrombie & Fitch Co.’s competitors is Gap Inc. It also uses a mixed brand strategy and it has 4 family brands including GAP, Banana Republic, Old Navy and Piperlime. Another competitor is American Eagle Outfitters. It also uses a mixed brand strategy and it has 5 family brands including American Eagle, Aerie, Martin +Osa, Bluennotes, and 77 kids (launched in 2008). Abercrombie & Fitch Co. Abercrombie & Fitch Abercrombie Gilly Hicks RUEHL No.925 Hollister Co....
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