Abercrombie & Fitch 2010 Annual Report Download - page 5

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Table of Contents
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
Hicks makes cute Push Em Up bras and Down Undies for the young, naturally beautiful and always confident girl; flirty and carefree,
with a little tomboy sexiness. Gilly Hicks is the 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 to ensure a consistent in-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.
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