Abercrombie & Fitch 2008 Annual Report Download - page 5

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Table of Contents
like its older sibling, Abercrombie & Fitch. The perfect combination of maturity and mischief,
abercrombie is the signature of All-American cool.
Hollister. Hollister is the fantasy of Southern California. It is the feeling of chilling on the beach with
your friends. Young, spirited, with a sense of humor, Hollister never takes itself too seriously. The
laidback lifestyle and wholesome image combine to give Hollister an energy that’s effortlessly cool.
Hollister brings Southern California to the world.
RUEHL. RUEHL is the post-grad that has arrived in Greenwich Village, New York City to live the
dream. Embracing its culture and artistic nature, RUEHL personifies a style that is inherently cool. Rooted
in quality and tradition, RUEHL remains casual, authentic and sexy. Coupled with sophistication, there is
an intelligence that offers wit. RUEHL defines the aspirational New York City lifestyle.
Gilly Hicks. Gilly Hicks is the cheeky cousin of Abercrombie & Fitch, inspired by the free spirit of
Sydney, Australia. Gilly makes cute bras and underwear for the young, naturally beautiful and always
confident girl. Classic and vibrant with a little tomboy sexiness, Gilly never takes herself too seriously.
It’s the wholesome, All-American brand with a Sydney sensibility.
Though each of the Company’s brands embodies its own heritage and handwriting, they share
common elements and characteristics. The brands are classic, casual, confident, intelligent, privileged and
possess a sense of humor.
Refer to the “Financial Summary” in “ITEM 7. MANAGEMENT’S DISCUSSION AND
ANALYSIS OF FINANCIAL CONDITION AND RESULTS OF OPERATIONS” of this Annual Report
on Form 10-K for information regarding net sales and other financial and operational data by brand.
In-Store Experience and Store Operations.
The Company views the customer’s in-store experience as the primary vehicle for communicating the
spirit of each brand. The Company emphasizes the senses of sight, sound, smell, touch and energy by
utilizing visual presentation of merchandise, in-store marketing, music, fragrances, rich fabrics and its
sales associates to reinforce the aspirational lifestyles represented by the brands.
The Company’s in-store marketing is designed to convey the principal elements and personality of
each brand. The store design, furniture, fixtures and music are all carefully planned and coordinated to
create a shopping experience that reflects the Abercrombie & Fitch, abercrombie, Hollister, RUEHL or
Gilly Hicks lifestyle.
The Company’s sales associates and managers are a central element in creating the atmosphere of the
stores. In addition to providing a high level of customer service, sales associates and managers reflect the
casual, energetic and aspirational attitude of the brands.
Every brand displays merchandise uniformly to ensure a consistent store experience, regardless of
location. Store managers receive detailed plans designating fixture and merchandise placement to ensure
coordinated execution of the Company-wide merchandising strategy. In addition, standardization of each
brand’s store design and merchandise presentation enables the Company to open new stores efficiently.
3
Source: ABERCROMBIE & FITCH CO /DE/, 10-K, March 27, 2009 Powered by Morningstar® Document Research℠