originally a hunting/outdoors store opened by David abercrombie in new york city on 1892. Ezra fitch a successful lawyer of new york joined later on to form abercrombie and fitch co. it expanded to be called in later years "the greatest sporting goods store in the world." in its best years it served presidents and celebrities with their outdoor activity needs. despite its success it went into financial problems in the 60's and official bankruptcy in 1977.
after that it went from hand to hand struggling until the limited acquired it and launched it as teen clothing store. current CEO mike Jeffries joined in the project in 1992 and started building the abercrombie and fitch we now know today. after its new acquired success its been involved in many controversies like the racist hiring and its preference for Caucasian costumers. it has changed the image of prep from a rich person to middle class high school and college students who care about their appearance. it is overpriced and maybe not the best quality clothing you can find but you can't deny that their clothes are amazing. their colors are great the way they match the outfits its always trendy classy and perfect and above all its worth the price.
now the real succesful key that every one should admire of mike jeffries and his marketing board is their great marketing campaigns where they spend very little because their market its the clothes people are wearing and of course what makes it so controversial "they sell se...