Group Assignment

Background Abercrombie & Fitch (A&F) is an American clothes retailer with over 1000 locations worldwide (300+ in the US), that focuses on upscale casual wear for young consumers. The brand name was, at one point, synonymous with quality, desirable clothing emblazoned with the classic ‘A&F’ lettering – an ‘international near-luxury lifestyle concept’. More recently, however,…

Famous Amos was first established in Los Angeles in 1975 by Wallace Amos. After undergoing several buyouts, it is now a subsidiary under Kellogg Company. It offers a diverse range of cookies, muffins and brownies coupled with attractive gift packaging. There are Famous Amos outlets worldwide, including a total of 16 outlets in Singapore (as…

Zappos.com, Inc. (Zappos) is a Las Vegas-based online retailer, founded by Nick Swinmurn in June 1999. He was inspired by his own unpleasant experience of failing to find his desired pair of shoes at his local mall. Therefore, he decided to approach Tony Hsieh and Alfred Lin with the idea of selling shoes online. A…