I have written extensive
explanations of each of the Abercrombie & Fitch areas, but before you read them, I wanted to say this: I am currently an employee of A&F and enjoy my position very much. I do not like to hear or read negative things about my place of employment, which is why I have written so extensively. I have just graduated from high school and yes I was the "popular kid", no I didn't play football, but I was a "prep" and not afraid to admit it. I believe in what the Abercrombie label stands for and that is why I purchase their merchandise and work in their store. I was not however, just friends with people who wear Abercrombie and Hollister. I was friends with the people I played sports with, most of whom wore Volcom, Hurley, Fox Racing, etc. I also graduated in the top 5% of my class which contained 450 students. This is why I wanted to clear up that not everyone who wears A&F clothing is "dumb, rich, a conformist", or otherwise. My position at A&F is "model", which I see as a huge
responsibility. I have to represent our lifestyle as best as possible and I do so with pride. If you do not like the Abercrombie & Fitch lifestyle that is
perfectly fine and up to you, but I do ask that you respect those who do find that this lifestyle is a way they would like to live their lives.
Abercrombie and Fitch is the most successful specialty retailer in operation today. The casual, classic, all-American lifestyle brand of clothing is synonymous with quality. Although they specifically target college students between the ages of 18-22, their appeal is universal.
The A&F Culture is one-of-a-kind. They design, merchandise, market - and live - the Abercrombie & Fitch brand. They are their best customer. A&F's brand powered momentum is fueled by additional lifestyle reinforcement. Every aspect of their stores - the music, the marketing and photos, the overall aesthetic - has made the in-store experience more potent than ever.
THE BRANDS
Abercrombie & Fitch Co. - Established 1892
Rooted in East Coast traditions and an Ivy League heritage, Abercrombie & Fitch is an aspirational men's and women's destination for an active campus lifestyle. Authentic vintage inspired sportswear and sexy effortless style combine to create a signature American brand with timeless appeal. Idolized and revered across campus, the A&F customer is a confident, classically stylish
individual.
abercrombie
The aspirations of youth are brought to life by abercrombie. Distinctly cool and
inspired by A&F, abercrombie is a classic American lifestyle store for boys and girls ages 7-14. From after-school soccer to weekend sleepovers, the coolest kids in school have their own style abercrombie style. The
abercrombie kids are popular and mischievous; they play sports, hang out with their friends and pass notes to secret crushes. They want to be like an older sibling, and everyone else in school wants to be like them.
Hollister
Inspired by the sun-drenched spirit of California, and the surf and soul of the Pacific Ocean, Hollister is a laid-back, aspirational lifestyle destination for Guys and Girls. West Coast attitude and colorful sportswear
inspired by a life near the beach create a sexy pacific vibe perfect for the coolest kids in every high school. The Hollister kids; beautiful, carefree, and undeniably popular, they are admired and adored by every one of their peers, the epitome of
California cool.
Ruehl 925
The merchandise is a mix of business casual and trend fashion created to appeal to the modern-minded, post college customer. The Ruehl concept is branded out of New York City's Greenwich Village and is displayed in the high quality clothing,
leather goods, and lifestyle accessories. The store structure is a West Village apartment and is highlighted by fine furniture, dim lights, modern art, and classic jazz music.
SOME HISTORY OF A&F
1892 - David Abercrombie Founds Abercrombie & Co.
David Abercrombie opens his waterfront shop, Abercrombie Co., at No. 36 South Street in downtown Manhattan. Ezra Fitch is one of his regular customers.
1900 - Ezra Fitch Buys In
Ezra Fitch leaves his law practice to become a partner in the store, which had once again moved to larger quarters at 314 Broadway. Fitch
immediately begins implementing his innovative ideas to create a new kind of store.
1904 - Abercrombie & Co. Becomes Abercrombie & Fitch
The store is
incorporated and the name is
officially changed to Abercrombie & Fitch. Ezra Fitch believed that t he future of the business lay in expansion and in bringing the outdoors to more of the
general public.
1910 - Abercrombie & Fitch introduces sportswear for women
1996 - Abercrombie & Fitch goes solo
Today - Abercrombie Stores:
363 Abercrombie & Fitch stores
176 abercrombie stores
249 Hollister stores
4 Ruehl stores
792 total stores across 4 brands as of January 12, 2005
