My favorite is Abercrombie & Fitch. Unfortunately, they are not sold in Beijing.
Abercrombie & Fitch
Abbreviated name: Aamp; F/AF
Chinese transliteration: Abercrombie & Fitch
Official website address: /
At present, it has five major brands: Abercrombie & Fitch, abercrombie, HOLLISTER, RUEHL, Ezra Fitch
Abercrombie & Fitch is the first American casual brand that has set off a global fashion whirlwind. A big brand is the most popular brand among young people today. It is one of the most IN brands among American college students. It is also a local century-old store brand founded in New York in 1892.
A&F (abercrombie & fitch), which has become popular in recent years, has spread from all over the United States and Canada with its high style, high quality and ultra-fresh style, creating a new global fashion. New indicator. The American street style (casual wear) is deeply loved by European, American and Asian teenagers.
The story of abercrombie & fitch
In 1892, a young man named David Abercrombie founded the David T. Abercrombie company in New York City, which specialized in selling high-end outdoor activities. and hunting supplies. His clients are all wealthy, well-fed, and hunting men. One of his most loyal and successful lawyers is Ezra Fitch. Ezra Fitch felt that after a long career in litigation, Life is boring, it is more fun to sell shotguns. Finally in 1904, he successfully persuaded Abercrombie, who didn't know how to refuse, and let him join the company. From then on, the company's name changed from Abercrombie, which was difficult to pronounce, to Abercrombie, which was difficult to pronounce and long. amp; fitch. However, the union between two people is like a marriage. Everything goes well before marriage but also quarrels after marriage. Abercrombie's conservative attitude often drives fitches who want to expand rapidly to crazy. At this time, A&F was a supplier of sporting goods for the wealthy class.
In 1907, Abercrombie finally couldn't stand it anymore and withdrew from the company's operations. However, Fitch decided to keep the "abercrombie" part in front of the company name in order to make the company's name look racy and cool. After that, Fitch could finally expand the company as he pleased. He went against the principle of putting everything neatly and cleanly in the cupboards. , the clothes and socks in the store looked like they had been used two or three times, the tent was dirty, and there was a fire burning in the corner of the store. This style is still maintained to this day. Also because of the hunting background, the A&F logo is an elk head. The fire burned well, and not only did the store not burn down, but it also opened a flagship store on Fifth Avenue in New York, which began selling men's and women's sportswear.
In 1913, A&F was the first store selling men's and women's sportswear in New York City.
Fitch built a wooden house on the top floor of the reinforced concrete store building as his own residence. There is also a fishing pond in the store for customers to try fishing rods. Many famous people in textbooks love to use A&F's utensils and clothes. Roosevelt's African expedition, Robert Peary's Arctic expedition, Hemingway's shotgun, Hoover and Eisenhower's fishing tackle, and the clothes of movie star Clark Gable are all made of A&F is here. In that year, A&F became the world's largest sporting goods company.
In 1928, Fitch, a legendary businessman, retired after making enough money.
In 1960, the company began to decline. In the 1970s, the United States experienced the Great Depression, and A&F declared bankruptcy in 1977.
In 1988, Limited purchased A&F's low-cost product sales department.
In 1992, Limited's chairman, Slee Wexner, took a fancy to Jeffries' outstanding talent in casual clothing design, so he recruited him to add new styles to the A&F brand. Vitality. From then on, A&F clothing began to glow with youthful vitality. In Jeffries' view, consumers want high-quality, classic American clothing that reveals a youthful mentality. The finest cotton fabrics are very comfortable, breathable, and soft to the touch. The text LOGO on the front is embroidered, and its sweat absorption is better. It is not only full of fashionable novelty, but also greatly improves the comfortable and natural feeling of wearing. It was purchased by Limited Inc. and transformed into a clothing company in 1992. It achieved great success with the college student shabby clothing style line.
In 2003, A&F lost a lawsuit. Its employees claimed that the company semi-forced employees to buy company clothes, and some people spent more than they earned. A&F lost $2 million.
In 2004, A&F lost another racial discrimination lawsuit and had to pay US$40 million. The content of the lawsuit was that A&F deliberately created the impression that it is a white brand, including in-store of employees only prefer white people. Many Asians and blacks who have applied for jobs at A&F but were not accepted can receive compensation. Now, not only A&F’s advertisements, but also Asians and black people are beginning to appear in stores, and Hollister is even appearing as a brand image of people of color. And now another lawsuit is brewing against A&F because its advertising is too revealing (what about Victoria's Secret?).
As of January 2005, A&F has 788 stores in the United States. In 2005, it plans to open 5 branches in Canada, Europe in 2006, and Japan in 2007. As for when it will enter China? It is not yet known.
A&F In addition to the secondary brand hollister, Abercrombie & Fitch, a popular clothing retailer for young people in the United States, has launched another brand---the new brand Ruehl, which is high-end The leather bag route, with prices ranging from 0 to 0 US dollars, is aimed at the market of coaches and marc jacobs. After a fall, A&F currently has the momentum and determination to dominate the country.
Ruhl has opened stores in New Jersey, Florida and Chicago in September, adding new force to the more than 700 Abercrombie & Fitch chain stores across the United States.
These three specialty chain stores are antique brick buildings with iron railings and classic windows. Inside are a series of rooms with different types of clothing, soft lighting and beautiful music. , creating an inviting atmosphere. Ruer's target market is young men and women aged 22-30, and its pricing is 20% higher than the original clothing brand.
Abercrombie & Fitch plans to build another 4-story flagship store on 5th Street in Manhattan, which will open next year.
The industry believes that A&F launched Ruer with the intention of expanding its customer base and targeting customers above teenagers. Ko Han, an analyst at NPD Group, a retail industry analyst, believes that many men and women over 35 or even 40 years old still dress like they were 25 years old, and customers of this age are more loyal to brands and are not as fickle as teenagers.
Abercrombie & Fitch targets its core audience of teenagers; Hollister targets middle schoolers; Ruehl targets college students and post-college shoppers; and Little A targets children.
As the LOGO below on the official website says, it is a luxury leisure product.
In the recently released New York retail sales report, bercrombie & Fitch Co. announced that same store sales increased by an average of 22% in July. "Abercrombie & Fitch" (A&F) is currently one of the favorite brands of American college students. Its high quality and strong "American college atmosphere" have also made it the favorite of Hollywood fashion celebrities.
The name is difficult to pronounce and is mysterious.
Pay attention to the A&F logo, which was founded in 1892. In fact, the predecessor of A&F is "Abercrombie". In New York, it mainly produces functional clothing for outdoor activities such as hunting and fishing. Ezra Fitch began to join Abercrombie's management team after 1900, and went through several repositionings and product restructurings, including the exit of David Abercrombie. Later, Mr. Fitch, a genius in marketing, decided to name the brand Abercrombieamp; Fitch deliberately made the name long, difficult to pronounce and difficult to remember.
Second-hand texture
This is not the only trick Mr. Fitch has. First of all, it reorganizes its products with a second-hand texture (Vintage) college style, and changes the entire series to a narrow, fitted version. For men's clothing, it also has a "muscle" series, which as the name suggests can stretch out muscle lines. clothes.
Muscular size
The size distribution of Aamp; . That is to say, only people with a standard figure are eligible to wear A&F, which is the most different from ordinary American brands. Mr. Fitch's market segmentation of "picking people to wear" has invisibly made handsome men and beauties wearing A&F become living advertisements.
Brand, sales strategy and star power:
Fitch’s biggest bet is to make catalogs and advertisements perfect, but deliberately does not sell flagship products in the store, or claims to have Sold out. The creation of "a place where rare goods can be found" has resulted in considerable in-store and online shopping turnover. A&F high profile only plans access points through direct operation. The current channel distribution includes 788 stores in the United States and the first branch in Canada this year. For the Asian part, it is expected to enter the Japanese market in 2007.
The surname Abercrombie comes from the Netherlands, but it is an American company located in New Albany, Ohio. It is not a common brand in the mainland, but some of its production lines are in the mainland. You can see made on the label. There should be no fuss about the mark in China. With the popularity of Hong Kong king Andy Lau and other artists, this popular trend has slowly spread to Taiwan and Hong Kong. Even Hong Kong king Andy Lau is a fan of this brand. When he went to Taiwan to promote House of Flying Daggers, he wore Abercrombie clothes.
What’s interesting about Abercrombie’s clothes is that his creations change almost every season. A&F is becoming more and more popular. In fact, the price is not cheap. It can be called high-end sportswear. In the United States, if you wear an Abercrombie, it can be regarded as a symbol of nobility. A famous American clothing brand for young people, A&F leads the trend and is decadent and unruly. A&F clothes highlight the breasts, waist, and buttocks, and are completely close-fitting and sexy. Authentic American A & F version is a popular brand pursued by American young people, and its expensive price is also well known.
Abercrombie&Fitch, a casual clothing brand from the United States, is a very popular clothing brand among local young people in the United States. It is popular all over the world from the United States and mainly takes the casual and youthful route. The clothes are of excellent quality and design, and are very popular for Asian body shapes.
The interesting thing about Abercrombie’s clothes is that his creativity changes almost every season.
A&F's advertisements all use music, sports and other forms that young people like to express the connotation of A&F clothing. In fact, the "cool" element in A&F clothing style is not innate.
Style features: A. Simple and bright design concept, easy to match with any clothing, whether it is a T-shirt, a shirt, or a jacket, it is a good choice.
B. The awesome shape of the pants can make up for the shortcomings of your body curve. After wearing it only once, you will become a loyal customer of this brand.
C. Match different styles with different tops. Light colors make you sweet and cute, while dark colors make you uniquely cool.
D. Can be matched with different shoes and hats.
The history of Abercrombie & Fitch
As early as 1892, David Abercrombie, an explorer from Maryland and an enthusiast of outdoor sports, established Abercrombie & Fitch in Manhattan, New York; Co. is a specialized company dedicated to high-quality camping, hunting, and fishing equipment. The customers at that time were mainly professional hunters, explorers, etc. Many celebrities in textbooks loved to use A&F's equipment and clothes, including Roosevelt's African expedition, Robert Peary's Arctic expedition, Hemingway's shotguns, Hoover and Eisen. Howell's fishing tackle and movie star Clark Gable's clothes were all from A&F. In 1900, a New York lawyer named Ezra Fitch became a partner, bringing a large amount of capital, so the company was renamed Abercrombie & Fitch Co. Unfortunately, this was a nightmare partnership, and they rarely There was no consensus. Finally, one day in 1907, Abercrombie couldn't stand the endless disputes, sold his shares and left the company he founded. However, AF's performance was not affected at all and continued to rise. Mr. Fitch emphasized that the interior of the store should be decorated like a camping scene, with all supplies displayed as if they were in use rather than hidden behind beautiful glass displays. He placed a dirty tent in the center, and a bonfire burned in a corner of the store. All the salesmen were experienced explorers, telling their own stories to the customers. To this day the company still uses the elk as its trademark under his influence. There is no doubt that these strategies of his have achieved great success. By the time Fitch retired in 1928, A&F had become one of the largest sporting goods companies in the world. The subsequent operations were also quite successful. A&F maintained its position as the leader of outdoor sports brands and opened more than a dozen branches in the United States. However, the company's performance in the 1960s was affected by the economic depression and went from bad to worse. Finally, in 1977, it was difficult to The successor A&F declared bankruptcy and was bought by a sporting goods retailer named Oshman, but A&F is still struggling in trouble and has made no progress.
Rebirth and Rise
The turning point occurred when Aamp; Successfully operated brands such as Express and Victoria's Secret. Soon A&F regained its former glory, but this time it appeared as a youth clothing brand. By the mid-1990s, dozens of branches had appeared in high-end malls across the country. It began to be listed on the New York Stock Market in 1996, and at the same time The Limited Inc. began to withdraw from the management of A&F. Since then, the layout style of the A&F store has been determined: when you enter the door, you can see a huge elk head, and the gray wall inside is their posters, which are basically young blond muscular men with a lot of exposure.
In November 2005, A&F completed the construction of their flagship store on New York's famous Fifth Avenue, surrounded by luxury stores such as Fendi, Prada, and Chanel. Today, A&F has about 360 branches in the United States. It opened its first branch outside the United States in Canada in early 2006. At the same time, plans to enter Europe and Asia in 2007 are also in full swing.
Lifestyle brand and constant trouble
A&F has always positioned them as a lifestyle, a casual and desirable concept. The selected music is shockingly played in the store, and the exciting Aamp; To embody this advocated lifestyle, these children are around 20 years old. Their very athletic, charming, open and passionate appearance is unforgettable.
However, in the 21st century, the company's policy has also attracted a lot of criticism. First, someone complained that the magazine published by A&F had homosexual and group sex implications and tendencies, and then there was even greater trouble. The text from their personalized shirts smacks of racism. The most famous T-shirt, which sells for $25, features a cartoon of an Asian man with slanted eyes and a conical hat, and the slogan "Huang Brothers Laundry: Two Yellows Can Make White" ( WONG BROTHERS LAUNDRY SERVICE: TWO WONGS CAN MAKE IT WHITE) and "WOK-N-BOWL-CHINESE FOOD AND BOWLING". It is conceivable how many Asian groups will sue them, but it is also said that the designer of this cultural shirt is Asian, anyway, it caused an uproar for a while. However, AF didn't seem to learn any lesson at all, and then started having sex with people all over Virginia. A T-shirt said "It's All Relative in West Virginia." This is not all. Another one said on the chest. Women's T-shirts with the slogan "Who needs a brain when you have these?" have drawn dissatisfaction from women's rights activists. In short they use their humor to laugh at all kinds of people.
Everyone has gradually noticed the strange phenomenon that almost all AF store clerks are white. There is no doubt that this is enough to land you in the dock in the United States. A considerable number of ethnic minorities reported that they were unfairly treated during the application process and were rejected for strange reasons. In the end, the company paid $40 million in compensation to the rejected applicants of color.
Brothers brands
After achieving great success at the end of the last century, Abercrombie & Fitch launched several new brands targeting different age groups. , it has five brands: Abercrombie & Fitch, abercrombie, HOLLISTER, RUEHL and Ezra Fitch. The original AF is aimed at college students aged 18 to 22, while Abercrombie kisd is aimed at children aged 7 to 14. This is almost entirely a smaller version of AF. Hollister is aimed at students aged 15 to 18. Hollister strives to reflect a California beach surfing style, but the style and materials are one level lower than AF, and the corresponding price is also lower. Finally, there is RUEHL (pronounced like rule), which is aimed at people in their 22s and early 30s who are already working, especially those young consumers who have grown up with AF since the 1990s. Its style is more mature and its texture is better than AF. As you move up a level, the price will naturally increase accordingly.
What’s even more strange is that RUEHL has no intention of selling online, and there are only a dozen stores in the United States. Even AF itself has a taste of maturing year by year, which is reflected in the launch of the Ezra Fitch series, which is aimed at customers over 22 years old. Probably the merchants It is expected that the older you get, the richer you will be.
Abercrombie Fitch combines casual style with fashion and sexiness through its fitted silhouette. Abercrombie Fitch adopts the Southern California style. It has a deep western imprint. Abercrombie Fitch's products range from RMB 100 to RMB 2,000. The T-shirts are well-cut and can reflect the lines, and the jeans have a decadent western feel.
Abercrombie Fitch is a popular brand internationally, but what the brand advocates is (luxury leisure).
Because Abercrombie Fitch is very popular, A&F is a local American brand and is not open to other countries. There is currently no Abercrombie Fitch agent in Asia, and there is no exclusive store in China. Abercrombie Fitch can only be purchased through mail order and carry-on.