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Abercrombie & Fitch : Expanding into the European Market

Author

Listed:
  • Ulrike Mayrhofer

    (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)

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.

Suggested Citation

  • Ulrike Mayrhofer & Claire Roederer, 2014. "Abercrombie & Fitch : Expanding into the European Market," Post-Print hal-00957177, HAL.
    • Handle: RePEc:hal:journl:hal-00957177
    as

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