SommaireCompany overview 2The brands: 3Abercrombie kids 3Hollister 3Gilly Hicks 3The product 4Price position 4Competition 4Porters Competitor analysis: 6Advertising policy (Promotion) 7The in-store experience (Place): 7SWOT 8Weakness 8Strengths: 9Opportunities 10Discussions 10The conditions for exports of the company: 11PESTS: 12POLITICAL: 12ECONOMIC 12SOCIAL: 12TECHNOLOGICAL 13Economy of Brazil 13Introduction to Brazil and its market 14Appendix: 15Company overviewThe American brand Abercrombie and Fitch ) is a retailer that sells fashion and luxury sportswear and accessories. Headquartered in New Albania, Ohio; as of February 28, 2012, the company has 1,045 stores of which 294 are Abercrombie & Fitch stores, 159 are Abercrombie Kids stores, 571 are Hollister Co. stores and 21 are Gilly Hicks stores. Coming almost to saturation in the American market with prominent domestic occupation, due to many competitors, for example the urban outfitters, or Tommy Hilfiger targeting the same segment, the young trendy pre-adult students. The company has 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 holds five divisional brands. Abercrombie and Fitch; Kids Abercrombie; Gilly Hicks (Sydney only); The Hollister Co, for ages 7 to 30. By focusing first and foremost on its image, the company has created an oxymoron by associating nudity with clothing. This particular image is what they are known for among teenagers and young adults around the world....... middle of paper ......US SPORTS APPAREL RETAIL BRAND; Expanding the current brand line would represent a competitive advantageAppendix: Name Federative Republic of Brazil Land area 8,514,877 km² Estimated population (2012) 196,655,014 inhabitants Population density (2012) 22.6 inhabitants per km² Capital Brasilia Key cities by population) Sao Paulo, Rio de Janeiro, Salvador, Belo Honrizonte , Fortaleza, Porto Alegre, Recife, BrasiliaPortuguese languageUnemployment rate (2011) 6%Real currency (R$)Exchange rate (November 2012) US$ 1 = R$ 2.0907GPD at current market (2011)GDP per capita (2011) ) $2.294 trillion (+2.7%) $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