Abercrombie & Fitch 2010 Annual Report Download - page 6

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Table of Contents
At the end of Fiscal 2010, the Company operated 1,069 stores. The following table details the number of retail stores operated by
the Company for the past two fiscal years:
Abercrombie
& Fitch abercrombie Hollister Gilly Hicks Total
Fiscal 2009
Beginning of the Year 356 212 515 14 1,097
New 2 5 14 2 23
Remodels/Conversions (net activity as of year-end) — — — — —
Closed (12) (8) (4) — (24)
End of Year 346 209 525 16 1,096
Fiscal 2010
Beginning of the Year 346 209 525 16 1,096
New 7 2 25 2 36
Remodels/Conversions (net activity as of year-end) (1) 1 — 1 1
Closed (27) (27) (10) — (64)
End of Year 325 185 540 19 1,069
At the end of Fiscal 2010, the Company operated 316 Abercrombie & Fitch stores, 181 abercrombie kids stores, 502 Hollister
stores and 18 Gilly Hicks stores domestically. The Company also operated nine Abercrombie & Fitch stores, four abercrombie kids
stores, 38 Hollister stores and one Gilly Hicks store internationally. At the end of Fiscal 2009, the Company operated 340
Abercrombie & Fitch stores, 205 abercrombie kids stores, 507 Hollister stores and 16 Gilly Hicks stores domestically. The Company
also operated six Abercrombie & Fitch stores, four abercrombie kids stores and 18 Hollister stores internationally.
Direct-to-Consumer Business.
During Fiscal 2010, the Company operated, and continues to operate, four websites, including: www.abercrombie.com;
www.abercrombiekids.com; www.hollisterco.com; and www.gillyhicks.com. Each of the four websites reinforces the particular
brand's lifestyle and is designed to complement the in-store experience. Aggregate total net sales through direct-to-consumer
operations, including shipping and handling revenue, was $405.0 million for Fiscal 2010, representing 11.7% of total net sales. The
Company believes its direct-to-consumer operations have broadened its market and brand recognition worldwide.
Marketing and Advertising.
The Company considers the in-store experience to be its primary marketing vehicle. The Company's marketing strategy
emphasizes the senses to reinforce the aspirational lifestyles represented by the brands. The Company's flagship stores represent the
pinnacle of the Company's in-store branding efforts. The Company also engages its customers through social media and mobile
commerce in ways that reinforce the aspirational lifestyle of the brands. Flagship stores and social media both attract a substantial
number of international consumers and have significantly contributed to the worldwide status of the Company's iconic brands.
3