Abercrombie & Fitch 2009 Annual Report Download - page 3

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DESCRIPTION OF OPERATIONS.
Brands.
Abercrombie & Fitch. Rooted in East Coast traditions and Ivy League heritage, Abercrombie & Fitch
is the essence of privilege and casual luxury. The Adirondacks supply a clean and rugged inspiration to this
youthful All-American lifestyle. A combination of classic and sexy creates a charged atmosphere that is
confident and just a bit provocative. Idolized and respected, Abercrombie & Fitch is timeless and always cool.
abercrombie kids. The essence of privilege and prestigious East Coast prep schools, abercrombie kids
directly follows in the footsteps of Abercrombie & Fitch. With a flirtatious and energetic attitude,
abercrombie kids is popular, wholesome and athletic. Rugged and casual with a vintage-inspired style,
abercrombie kids aspires to be like its older sibling, Abercrombie & Fitch. The perfect combination of
maturity and mischief, abercrombie kids 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, and 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.
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 kids, Hollister 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
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