Abercrombie & Fitch 1997 Annual Report Download - page 4

7
Abercrombie &Fitch Co.
CHAIRMAN’S LETTER
Abercrombie & Fitch had an amazing year. In 1997, we surpassed all of our financial goals,
outpacing even the most generous forecasts. Our growth is managed and healthy—a foun-
dation is in place, a brand-centered foundation that will support unparalleled growth and
development. More on that later.
ABERCROMBIE’S BRAND-POWERED MOMENTUM IS FUELED BY COORDINATED
LIFESTYLE REINFORCEMENT Stores—The in-store experience has never been more
potent. Every aspect of our stores—the music, the marketing and photos, the clothing and
overall aesthetic, even the Brand Representatives who work there—create a fun, exciting
atmosphere. We achieved a 21% comparable store sales increase in 1997. Customers clearly
want to be part of the experience, hanging out with friends, listening to music, adding to the
store’s character. Our Brand Reps and customers want to be and be seen in our stores.
Our customers visit not only to find the highest quality clothing, but to have the A&F expe-
rience—they come to be part of the lifestyle. The brand is at once relevant and aspirational.
A&F Quarterly—With a rapidly growing distribution, the A&F Quarterly has matured
from an innovative notion into a sourcebook of what’s cool and new. In addition to A&F
clothing, our customers turn to the Quarterly for everything from destination travel to inven-
tive technology. While being a powerful brand reinforcement, the Quarterly has also
surpassed aggressive sales and response rate forecasts.
Internet—Abercrombie.com is designed to reinforce the lifestyle represented in the
Quarterly and in our stores. Like the A&F Quarterly, abercrombie.com is considered by our
customers as a source for what’s new and cool.