History First store opened in July 2000 at the Easton Town Center (Columbus, Ohio). Hollister Concept formulated around fictional story created by Mike Jeffries. Abercrombie & Fitch Co. expanded into Canada in mid-January A&F opened Abercrombie & Fitch and Hollister Co. stores at the Toronto Eaton Centre and Sherway Gardens shopping malls in Toronto, Ontario.

History Continued… Starting summer 2007, Abercrombie & Fitch Co. spent an approximate amount of $10 million to install video walls into Hollister Co. stores nationwide. On October 25, 2008, Hollister Co. opened its first store outside of the U.S. and Canada in Brent Cross, London. December 2008 Hollister Co. opened store in the UK in Westfield London

Products Tops Bottoms Dresses Outerwear Swimwear Gear Cologne/perfume Body Care Women’s Accessories Lip Gloss

Services Gift Cards Online Shopping Customer Service Contact Us Modeling Opportunities

Mission/Philosophy "At Abercrombie & Fitch we are committed to increasing and leveraging the diversity of our associates and management across the organization. Those differences will be supported by a culture of inclusion, so that we better understand our customers, enhance our organizational effectiveness, capitalize on the talents of our workforce and represent the communities in which we do business."

Top 3 Competitors American Eagle Outfitters J. Crew Group, Inc. The Gap Inc. Information Comes from Hoovers Online

Competitive Market Personal income and fashion trends drive demand for clothing. The profitability of individual companies depends heavily on effective merchandising and marketing. Large companies can offer wide selections of clothing and have advantages in purchasing, distribution, and marketing. Small stores can compete by offering unique merchandise, targeting a specific demographic, providing superior customer service, or serving a local market. The industry is labor-intensive: annual revenue per worker is about $130,000. Competition for the clothing store industry includes department stores, discount stores, and Internet and catalog retailers. Information comes from Hoovers Online

Internal Customers Sales Associates Managers Corporate Models

External Customers All of us… Online Shoppers Mall Goers

Organizational Culture Hollister California recreates the So Cal surf atmosphere through the interior and exterior design of their stores. Hollister California stores are known to play alternative rock and pop music, some of which are Christian music.

Human Resources Human Resources P.O. Box Columbus, OH FAX RESUMES TO

Products/Deliverables Two distribution centers (DCs), each a million sq. ft., are the hub for all A&F merchandise to be shipped before going to stores. With the DCs in their backyard, they are able to ensure that only the highest quality of garments will reach the hands of their customers. Retail locations Online Shipping Credit

Service Excellent trained staff on at all times Customer service available at all times Online Ordering Fitting Room Attendants Gift Cards Available

Strengths Online Ordering Return Policy Atmosphere Customer Service Associates Atmosphere Target Market

Weaknesses No informational section on HollisterCo.com No Frequent Shopper Programs Security Market Area (est. 25,000 Population) Promotions

Customer Satisfaction Sales Ask “Finding everything ok?” No official Measurement

Market Differentiation They have a newly built, state of the art Innovation & Design Center (IDC), which is one-of-a-kind in specialty retail and gives them a distinct advantage over the competition. A multi-million dollar complex, the IDC allows to set the fashion trends by researching, developing, and applying new graphic techniques, washes, and fabric ideas to their product.

MY RECOMMENDATIONS Place on website to take surveys Receipt Surveys Frequent Shopper Program Preview Events for top customers Local Promos More enthusiasm