Articles
Abercrombie & Fitch Improves Retail Operations With Cisco Routers
December 29, 2005
•Case Study: Abercrombie & Fitch
A retail company's stores represent its primary marketing vehicle, customer service "face," and revenue engine. Perhaps nowhere is this truer than in the fashion industry, where a company's brand encompasses not only the merchandise sold, but also its store staff, interior design, merchandising, and even its soundtrack. Each element contributes to a unique shopping experience.
Headquartered in New Albany, Ohio, Abercrombie & Fitch Co. (A&F) is a leading specialty retailer that understands what its customers want in a shopping experience. The company supports four concept brands, each with its own stores: the flagship Abercrombie & Fitch brand, targeted to 18-to-24-year olds, is sold through 355 retail stores; 163 "abercrombie" stores sell merchandise geared to children aged eight to 14; 281 Hollister stores offer merchandise for high-school students; and five RUEHL stores, designed to appeal to consumers aged 22 to 35. At the end of the company's second quarter in 2005, A&F had a total of 804 stores in operation with more new stores expected to be added in each coming year.
Continuing to provide a distinctive shopping experience while gaining closer control over a far-flung network of retail stores required Abercrombie & Fitch to upgrade its branch location routing solution. Using the Cisco Integrated Services Router as its platform, the company cost-effectively improved performance of existing applications and created a foundation for continued innovation.
Click Here To Download:•Case Study: Abercrombie & Fitch
