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Abercrombie & FitchAbercrombie & Fitch
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Brief HistoryBrief History
Founded by David T. Abercrombie in 1892 Started as sporting and excursion goods store
Abercrombie Co.
Ezra Fitch joined in 1900 to form Abercrombie & Fitch Co.
Acquired by The Limited in 1988
Founded by David T. Abercrombie in 1892 Started as sporting and excursion goods store
Abercrombie Co.
Ezra Fitch joined in 1900 to form Abercrombie & Fitch Co.
Acquired by The Limited in 1988
Abercrombie TodayAbercrombie Today Encompasses 5 stores:
Abercrombie & Fitch, abercrombie kids, Hollister Co., RUEHL No. 925, and Gilly Hicks
Locations in: USA, Canada, UK
Plans to expand to: Europe and Japan
Encompasses 5 stores: Abercrombie & Fitch, abercrombie kids, Hollister Co., RUEHL No. 925, and Gilly Hicks
Locations in: USA, Canada, UK
Plans to expand to: Europe and Japan
Organizational CultureOrganizational Culture
Organizational culture is the shared social knowledge within an organization regarding the rules, norms, and values that shape the attitudes and behaviors of its employees.
Organizational culture is the shared social knowledge within an organization regarding the rules, norms, and values that shape the attitudes and behaviors of its employees.
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The Three Components of Organizational Culture
The Three Components of Organizational Culture
1. Observable Artifacts: the manifestations of an organization’s culture that employees can easily see or talk about.
2. Espoused Values: the beliefs, philosophies, and norms that a company explicitly states.
3. Basic Underlying Assumptions: taken-for-granted beliefs and philosophies that are so ingrained that employees simply act on them
rather than questioning the validity of their behavior in a given situation.
1. Observable Artifacts: the manifestations of an organization’s culture that employees can easily see or talk about.
2. Espoused Values: the beliefs, philosophies, and norms that a company explicitly states.
3. Basic Underlying Assumptions: taken-for-granted beliefs and philosophies that are so ingrained that employees simply act on them
rather than questioning the validity of their behavior in a given situation.
Observable ArtifactsObservable Artifacts
(Fake) Stuffed Moose head in each store Reminder of humble beginnings
Logo Moose silhouette
(Fake) Stuffed Moose head in each store Reminder of humble beginnings
Logo Moose silhouette
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Observable ArtifactsObservable Artifacts
Stores Electro dance music
80 to 90 decibels “Sprits” display mannequins Dim lighting Spotlighting Greeters/Models Employees must wear Abercrombie clothing
New policy: ok if no logo and is white/blue/grey
Stores Electro dance music
80 to 90 decibels “Sprits” display mannequins Dim lighting Spotlighting Greeters/Models Employees must wear Abercrombie clothing
New policy: ok if no logo and is white/blue/grey
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Espoused ValuesEspoused Values
Mission Statement “We are committed to providing comfortable
and long lasting clothes that look good”
They do this by, “the finest cashmere, pima cottons, and highest quality leather to create the ultimate in casual, body conscious clothing”
Mission Statement “We are committed to providing comfortable
and long lasting clothes that look good”
They do this by, “the finest cashmere, pima cottons, and highest quality leather to create the ultimate in casual, body conscious clothing”
Basic Underlying AssumptionsBasic Underlying Assumptions The brand was most represented
by young, in-shape, good looking white people Gonzalez v. Abercrombie & Fitch
in 2004 Now A&F has become an equal
opportunity employer, uses more minorities in its advertising campaigns, appointed a Vice President of diversity, hired 25 recruiters to seek minority employees, and discontinued the practice of recruiting employees at primarily white fraternities and sororities
The brand was most represented by young, in-shape, good looking white people Gonzalez v. Abercrombie & Fitch
in 2004 Now A&F has become an equal
opportunity employer, uses more minorities in its advertising campaigns, appointed a Vice President of diversity, hired 25 recruiters to seek minority employees, and discontinued the practice of recruiting employees at primarily white fraternities and sororities
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