Abercrombie & Fitch: Expanding into the European Market

Ulrike Mayrhofer () and Claire Roederer ()
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Ulrike Mayrhofer: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Claire Roederer: Humanis - Hommes et management en société / Humans and management in society - UNISTRA - Université de Strasbourg - EM Strasbourg - École de Management de Strasbourg = EM Strasbourg Business School

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Abstract: The US Group Abercrombie & Fitch sells clothes and accessories under four brands : Abercrombie & Fitch, abercrombie kids, Hollister Co. and Gilly Hicks. This case-study focuses on the expansion strategy and experiential marketing of the company in the European market.

Keywords: experiential marketing; Internationalisation; European marketing; experiential marketing. (search for similar items in EconPapers)
Date: 2014-03-03
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Published in 2014, pp. 468-472

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00957177

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