An
American lifestyle brand aimed at those aged
18–22, Abercrombie & Fitch (often shortened to Abercrombie) has over 300 locations in the U.
S. due to its extreme popularity.
It operates under a theme of outdoor adventure. For example, the "canoe store" look, and outdoorsy photos employ this tactic. Always in grayscale, Abercrombie & Fitch idealizes the fit, young, and sexy, making use of near-pornagraphic photos — a tactic which has governed controversy. Electronic dance music is played at sometimes 90 decibels, and lighting is always dim in-store.
Abercrombie & Fitch markets itself as an upscale retailer, after opening its Flagship store on Fitfh Avenue. The use of
high-grade materials and "body conscious" clothing have spawned the slogan "Casual Luxury," which is reflected in the clothing style and its prices.
Other divisions of Abercrombie & Fitch include:
abercrombie: The children'
s brand of Abercrombie & Fitch, aimed at those aged 7–14.
Hollister Co.: The Southern
California-themed brand, aimed at those aged 14–
18.
Gilly Hicks: The Sydney,
Australia-themed brand, specializing in women'
s underwear, aimed at those aged
18 and up.
Ruehl No.925: The post-collegiate brand, aimed at those 22–35. Now defunct due to poor sales.
Abercrombie &
Fitch'
s slogan is 'Casual Luxury.
Abercrombie & Fitch use
high-grade materials in their clothing, which makes it more expensive than your run-of-the-mill brand.
Often a subject of criticism and controversy, Abercrombie & Fitch have exploded in popularity.
