SummaryPresentation of the company 2The brands: 3Abercrombie kids 3Hollister 3Gilly Hicks 3The product 4Price position 4Competition 4Carriers Competition analysis: 6Advertising policy (Promotion) 7In-store experience (Location): 7SWOT 8Weakness 8Strengths: 9Opportunity 10Threads 10The company's export conditions: 11PEST: 12POLICY: 12ECONOMIC 12SOCIAL: 12TECHNOLOGY 13Economy of Brazil 13Introduction to Brazil and its market 14Appendix: 15Company presentationThe American brand Abercrombie and Fitch (A NF) is a retailer selling fashionable and luxurious sportswear, and accessories. Based in New Albany, Ohio; As of February 28, 2012, the company owned 1,045 stores, including 294 Abercrombie & Fitch stores, 159 Abercrombie Kids stores, 571 Hollister Co. stores, and 21 Gilly Hicks stores. The American market is almost at saturation with a predominant domestic activity, due to numerous competitors, for example Urban Outfitters, or Tommy Hilfiger targeting the same segment, young, trendy pre-adult students. The company exported its brand beyond American borders, to increase its turnover and conquer a new market where the All-American lifestyle is little known, in the hope of becoming a leader. Founded in 1892 by David T. Abercrombie and Ezra H. Fitch, the company today owns five divisional brands. Abercrombie and Fitch; Abercrombie Kids; Gilly Hicks (Sydney only); The Hollister Co, for ages 7 to 30. Primarily, by focusing on its image, the company has created an oxymoron associating nudity with clothing. This particular image is what they are known for among teenagers and young adults around the world....... middle of paper... AMERICAN SPORTSWEAR RETAIL BRAND; Federative Republic of BrazilArea 8,514,877 km²Estimated population (2012) 196,655,014 inhabitantsDemographic density (2012) 22.6 inhabitants per km²Capital BrasiliaKey cities based on population) Sao Paulo, Rio de Janeiro, Salvador, Belo Honrizonte, Fortaleza, Porto Alegre, Recife, Brasilia Portuguese language Unemployment (2011) 6% Real currency ($R) Exchange rate (November 2012) US$1 = R$2.0907 GPD at current market (2011) GDP per capita (2011) US$2.294 trillion ( +2.7%) US$11,800 Trade (2010) Exports = $195.5 billion Imports = $180 billion Balance = $15.5 billion Total trade = $375.5 billion STRENGTH SWOThttp://www .moxieq.com/wp-content/uploads/2012/02/abercrombie-fitch-.jpg