Abercrombie & Fitch : Expanding into the European Market

Ulrike Mayrhofer (1) , Claire Roederer (2)

1 Laboratoire de Recherche Magellan
2 Humanis - Hommes et management en société / Humans and management in society

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.

Mots clés: experiential marketing; Internationalisation; European marketing; experiential marketing.

Domaines: Gestion et management

Ulrike Mayrhofer, Claire Roederer. Abercrombie & Fitch : Expanding into the European Market. 2014, pp. 468-472. ⟨hal-00957177⟩