LAUNCHED IN 2010, THE SITCH ON FITCH BECAME THE INSPIRED, RESPECTED BRAND OF PASSION OVER THE ACHIEVEMENTS AND PRESTIGE OF ABERCROMBIE & FITCH CO. (ADMIRATION FOR ITS PAST GOING BACK TO 1892 AND FOR THE MODERN-TIME HEIGHTS OF THE MIKE JEFFRIES ERA); IT WAS OFFICIALLY, POSITIVELY RECOGNIZED BY A&F HOME OFFICE BY APRIL 2012, WITH A DIRECT EMAIL TO THE EDITOR-IN-CHIEF, DURING ITS GROWTH AS THE ONE-OF-A-KIND, MULTINATIONAL ONLINE PUBLICATION, WITH HIGH-GRADE PRESENTATION WHICH EVOLVED OVER ITS RUN, FOR RELEVANT, UNIQUE, IN-DEPTH BUSINESS, CULTURE, AND STYLE CONTENT FOR THE COMMUNITY OF CUSTOMERS AND ASSOCIATES WORLDWIDE (MONTHLY PAGEVIEWS SURPASSED 110K BY AUGUST 2012); AND IT WAS FOLDED BY SEPTEMBER 2015 AFTER THE DECEMBER 2014 RETIREMENT OF MIKE JEFFRIES AND THE EDITOR-IN-CHIEF'S DISTASTE WITH THE FURTHER DEGRADATION OF THE COMPANY BY ITS NEW MANAGEMENT. WITH CONTENT BY THE PERSPECTIVE OF DEVOTED CUSTOMERS AND ASSOCIATES FROM AMERICA, EUROPE AND FAR EAST ASIA, THE SITCH ON FITCH (2010-2015) REMAINS AS A HISTORICAL, ZEITGEIST ONLINE PUBLICATION OVER THE FINAL YEARS OF THE MIKE JEFFRIES ERA. THIS SITE WILL BE REVAMPED SOON TO OFFICIATE AN INTELLIGENT ARCHIVE FOR THE USE OF ALL PARTIES INTERESTED IN THE CONTENT PUBLISHED DURING THE PUBLICATION'S ORIGINAL RUN.

Friday, October 8, 2010

A&F Soars Past its Competitors This Season

A&F Screen Test ad featuring model Justin Hopwood.
There was much anticipation, and speculation, for the Back-to-School 2010 fashion season at Abercrombie & Fitch. It is the most elaborate marketing campaign to date for the company. It was the return of the A&F Quarterly, the launch of the unforgettable 'Screen Test' contest and a series of fantastic films that capture the spirit of the campaign. There were also sales, too! [Gasp!] Let's not forget the Chasing the Perfect and Shopping Spree campaigns for Hollister Co. and abercrombie kids (respectively), either! Yes, BTS 2010 will go down in the History of Abercrombie & Fitch as the most memorable ever - for the customer because of all those chiseled abs and discounts, but for the Home Office because of the heaven-sent (and much more than expected) rise in sales. Nearing the end of the BTS season, A&F has come out has the triumphant winner above all its competition. By the end of October, the company reported a 13% increase in same-store sales that, as MarketWatch puts it, "[...] blew Wall Street projections to the sky." It also reported a whopping 25% increase in net sales to $305.3 million and its shares climbed to nice $42.03 on the NYSE. Needless to say, the rest of its trashy competitors did not even come close enough to emulate the same success.

Before the launch of Screen Test, I reviewed multiple analysts’ reports on their thoughts as to what effect the return of the Quarterly and its campaign would have on sales. Many claimed it would be minor - that it was a desperate attempt on A&F's behalf that would not amount to much. But as we all know [being those who are young enough to understand] ass and bright smiles bring attention and mullah...and, Abercrombie & Fitch, you know what to do so keep the ball rolling...

Check out the report for yourself below (if you care to read the entire thing)...
http://www.marketwatch.com/story/research-on-abercrombie-fitch-co-and-american-eagle-outfitters-inc-back-to-school-sales-positive-2010-10-08?reflink=MW_news_stmp
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