Team export project management and implementation

Team Export Project

Abercrombie and Fitch is a upscale retail store geared for teens and young adults. Their target population is 18 through 22 years of age. There are currently over 300 plus stores in the United States. Abercrombie and Fitch first started out in the early 1900's as a sporting goods store, years later this retail store went bankrupt, and was brought out by the Limited Inc., and changed it's clothing line to gear towards young college students. The brand is upscale, and casual.

Target market, demographics who will you sell it to Abercrombie and Fitch ( a&F) is coming to Being, China. A & F. will target the teen and young adults populations in Being, China. Why such a narrow demographic group, if we open the doors to a larger demographic group the company will fail. We have seen this happen in the United States with this company. Advertising is a potent and extremely prevalent form of communication in American; we want to take this to China. In America the average consumer sees roughly 3,000 advertising message in a week. Commercial images shape people's perceptions and Abercrombie & Fitch targets the impressionable demographic of American youth. Marketing in China will become a prominent means for organizations to create or adapt their image. Image creation is a public relations strategy that has increasingly targeted young adults and teens because they are not receptive to traditional direct marketing. Marketing a & F. In China with the target demographic group of young adults and teens because they account for a large portion of consumer spending. Last year in America teens spent roughly $100 billion and parents spent another $50 billion on their teens. .

Abercrombie and Fitch will be a hit in Beijing, China, because a & F. clothing is geared for thinner petite individuals. As we know with the Chinese culture, the average height for a women is 5'0., average height for a man is 5'6 inches. The average Chinese woman weighs 125 pounds, and a Chinese man weighs 145 pounds. Abercrombie and Fitch tailors to the more petite stator, this is a perfect population to market and export this brand to clothing.

Products