Abercrombie & Fitch 2008 Annual Report Download - page 6

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Table of Contents
At the end of Fiscal 2008, the Company operated 1,125 stores. The following table details the number
of retail stores operated by the Company for the past two fiscal years:
Abercrombie &
Fitch abercrombie Hollister RUEHL Gilly Hicks Total
Fiscal 2007
Beginning of Year 360 177 393 14 — 944
New 6 25 58 7 3 99
Remodels/Conversions (net
activity as of year-end) (2) (1) — 1 — (2)
Closed (5) — (1) — — (6)
End of Year 359(1) 201 450(2) 22 3 1,035
Fiscal 2008
Beginning of Year 359(1) 201 450(2) 22 3 1,035
New 2 12 66 6 11 97
Remodels/Conversions (net
activity as of year-end) 2 1 — — — 3
Closed (7) (2) (1) — — (10)
End of Year 356(1) 212(3) 515(4) 28 14 1,125
(1) Includes three stores operated in Canada and one flagship in the United Kingdom.
(2) Includes three stores operated in Canada.
(3) Includes two stores operated in Canada.
(4) Includes five stores operated in Canada and three stores in the United Kingdom.
Direct-to-Consumer Business.
During Fiscal 2008, the Company operated and continues to operate web-based stores for the
Abercrombie & Fitch, abercrombie, Hollister and RUEHL brands located at: www.Abercrombie.com;
www.abercrombiekids.com; www.hollisterco.com; and www.RUEHL.com, respectively. In late January
2009, the Company also launched a web-based store for Gilly Hicks located at www.gillyhicks.com.
Products offered at individual stores can be purchased through the respective websites. Each of the five
websites reinforces the particular brand’s lifestyle and is designed to complement the in-store experience.
Aggregate total net sales, including shipping and handling revenue, through the direct-to-consumer
business, was $315.0 million for Fiscal 2008, representing 8.9% of total net sales. The Company believes
its websites have broadened its market and brand recognition worldwide.
Marketing and Advertising.
The Company considers the in-store experience to be its main form of marketing. The Company
emphasizes the senses to reinforce the aspirational lifestyles represented by the brands. Additionally, the
Company advertises on billboards and in select national publications. The stand-alone Abercrombie &
Fitch flagships on Fifth Avenue in New York and on Savile Row in London represent the pinnacle of the
Company’s in-store branding efforts. The stores attract a substantial number of international tourists, and
have significantly contributed to A&F’s worldwide status as an iconic brand.
4
Source: ABERCROMBIE & FITCH CO /DE/, 10-K, March 27, 2009 Powered by Morningstar® Document Research℠