Fitch"There was a change in management in the year 1992 and it came out strong as a casual life style store mostly targeting the youth. It focuses mainly on the age group between 18 to 22 college going students both male and female. It made constant efforts to cater to a wider market, the consequences of which were the launch of the brand ‘Abercrombie’ in 1998 that catered the kid segment within the age group of 7 to 14. Another effort was made in the year of 2000 with the launch of Hollister targeted at the teens within the age group of 14 to 18. Again it made a try with the launch of the RUEHL brand which was generally targeted to the age group of 22 to 35 in the year 2004.
The products though are catered for different age groups but have a similar orientation that is to cater the markets of those people both male and female, who are fashion aware. It’s not just an apparel brand but a lifestyle brand. They have established themselves as a cool, fashionable and trendsetting lifestyle store. They have slowly and steadily added products and accessories in their range that cater to their target groups like music, jewelry, fragrances and even more. It has now established it self as one of the major market players of lifestyle merchandising (Saint Mary’s College, n.d.).
The main aim of value chain analysis is to maximize the value of a related product while reducing cost. It gives the firm a competitive advantage over its competitors. The main objective of the firm is to perform a better value chain than its competitors. Most importantly, the value chain relates to the value of the firm’s activities with its main functional and operational parts. After considering the main activity than the assessment of the involvement of each and every resource, adding value to the business is made. A value chain analysis is conducted by splitting the function of the organization into primary and support activities. .