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American local brand Abercrombie & Fitch
Introduction:
Chinese transliteration: Abercrombie &; Fitch
abercrombie &; Fitch
owns Abercrombie & Fitch, Abercrombie, Hollister, Ruehl and Ezra Fitch are five brands
Abercrombie &; Fitch is the first American leisure brand that set off a global fashion whirlwINd, the most popular brand among young people today, one of the most in-depth brands among American college students, and a century-old brand founded in new york, USA in 1892. What a surprise! Such young, energetic, innovative and cutting-edge works have a history of a hundred years. Not only that, but in recent years, they have spread from the United States and Canada with high style, high quality and ultra-fresh style, creating new indicators of global new fashion.
abercrombie & Fitch's story
A&; f (abercrombie & Fitch), a casual American street style, is very popular among teenagers in Europe, America and Asia.
In p>1892, a young man named david abercrombie founded david t. abercrombie Company in new york city. The company specializes in selling advanced outdoor activities and hunting supplies. His clients are rich uncles who have nothing to eat and hunt. One of the most loyal and successful lawyers is Ezra Fitch.
After a long career in litigation, Ezra Fitch felt that life was boring, so it was better to sell shotguns. Finally, in 194, He successfully persuaded abercrombie, who didn't know how to refuse, to join the company. Since then, the company name has changed from abercrombie, which is difficult to pronounce, to Abercrombie, which is difficult to pronounce and long & Fitch.
However, the combination of two people is like a marriage. Before marriage, everything is fine, but after marriage, there is nothing to argue about. abercrombie's conservative attitude often drives him crazy about the rapidly expanding fitch. In 197, abercrombie finally couldn't stand it any longer and quit the company's operation. However, fitch decided to keep the part of "Grandma's crazy criticism --abercrombie" in front of him (now) ! )).
After that, fitch was finally able to expand the company as he pleased. He broke the principle that everything should be neatly placed in the cupboard. The clothes and socks in the shop looked like they had been used for two or three times, the tent was dirty, and there was a fire in the corner of the shop. This style has been a & F is still maintained. Also because of the hunting background, A&; The f sign is an elk head.
The fire rose well, so the store not only didn't burn down, but also opened a flagship store on Fifth Avenue in new york. The store began to sell sportswear for men and women. In new york in 1913, A&; F is the first store selling sportswear for men and women in new york city. fitch built a wooden house on the top floor of the reinforced concrete store building as his own residence, and there is a fishing pond in the store for guests to try fishing rods.
Many celebrities in textbooks love to use A&; F's appliances and clothes, Roosevelt's African expedition, robert peary's Arctic expedition, Hemingway's shotgun, Hoover's and Eisenhower's fishing tackle, and Clark Gable's clothes were all made by A & F. In those years, A&; F became the world's largest sporting goods company
The legendary fitch, which operated in p>1928, earned enough money and retired. In 196, the company began to decline. In 7, the American economic depression, A&; F was declared bankrupt in 1977, bought by limited inc in 1992, transformed into a clothing company in 1992, and the line of college students' shabby clothes was a great success. < P > In p>23, A&; F lost a lawsuit, and its employees claimed that the company semi-forced employees to buy the company's clothes, and some people spent more than they earned. F lost $2 million.
In p>24, A&; F was defeated in another lawsuit of racial discrimination, and he had to pay 4 million dollars. The content of the lawsuit was A&; F deliberately created it as a white brand, including the employees in the store who only like to use white people. Many of them once told A&; F Asians and blacks who apply for jobs but are not admitted can get compensation (I knew it at the beginning ...). Now not only a & F's advertisement, the store began to have Asians and blacks, and hollister appeared as a brand image of colored people. Now another case has to be reported to A&; A lawsuit is brewing that F's advertisement is too exposed (what about Victoria's secret? ).
As of January p>25, A&; F has 788 stores in the United States. In 25, it plans to open five Canadian stores, enter Europe in 26 and Japan in 27. When will it enter Taiwan Province? I don't know.
A&; F In addition to the second brand hollister, we are actively developing another second brand, ruehl, which takes the high-end leather bag route, and the price ranges from $3 to $9, aiming at the markets of coach and marc jacobs. We will start after falling, and A&; F has the momentum and determination to unify the country at present.
As the logo below on the official website says, it is a luxury leisure product.
In the new york retail sales report published recently, Abercrombie &; Fitch Co announced that the sales of the same store increased by 22% on average in July
. “Abercrombie & Fitch”（A& F) is the favorite brand of American college students at present, and its high quality and strong "American college spirit < P > interest" also make it the favorite of Hollywood fashion celebrities.
difficult names are confusing
pay attention to a & F logo, but it was founded in 1892! Actually, A&; F, formerly known as Abercrombie, is aimed at outdoor activities such as hunting and fishing < P > in new york, mainly making functional costumes. Ezra Fitch began to join Abercrombie's management team after 19, and went through several repositioning and product restructuring, including David Abercrombie's withdrawal. Later, Mr.
Fitch, a marketing genius, decided to brand Abercrombie &; Fitch, deliberately make the name long, difficult to pronounce and difficult to remember.
Second-hand texture
That's not the only idea of p>Mr. Fitch. First of all, it reorganizes the goods with the academic style of second-hand Vintage, and changes the whole series into a narrow fit version. On men's wear, it is also crowned with the series of "muscle", which, as the name implies, is clothes that can stretch out muscle lines.
muscle sense size
a&; The size distribution of F is usually not XXL. If the waist circumference of a boy exceeds 38 inches, it is difficult to fit into A&; F's goods. That is to say, only
people with standard figure are qualified to wear A&; F, this is the most different place from ordinary American brands. Mr. Fitch's "pick people to wear" market area is
A&, which invisibly makes him wear A&; All the handsome men and beautiful women in F have become living advertisements.
Fitch's biggest bet is to make the catalogues and advertisements perfect, but deliberately not lay the main products at the store head, or claim that they are sold out. The creation of "odd
goods can live" has made the turnover of store heads and online shopping considerable.
A& F high-profile planning access points only in a direct way. At present, in addition to 788 stores in the United States, there is the first < P > branch in Canada this year. The Asian part is expected to enter the Japanese market in 27.
Abercrombie is from the Netherlands, but this is an American company located in New Albany, Ohio, which owns
Abercrombie &; Fitch, abercrombie, Hollister co and RUEHL are not common brands in the Mainland, < P > but some of his production lines are in the Mainland, so it should not be surprising to see the mark made in China on the label.
With the popularity of artists such as Andy Lau, the king of Hong Kong, this fashion trend has gradually spread to Taiwan Province and Hong Kong. Even Andy Lau, the king of Hong Kong, is a fan of this
brand. He wears abercrombie's clothes when he goes to Taiwan Province to publicize the house of flying daggers.
The interesting thing about p>Abercrombie's clothes is that his creativity changes almost every season. A& F is becoming more and more popular. In fact, it is not cheap. It can be called high-grade sportswear. In the United States, if you wear an Abercrombie, it can be regarded as a symbol of nobility. American young people's clothing brand, A&; F leadership tide
flow, decadent and unruly. A& F clothes stand out from the chest, waist and buttocks, completely close to the skin and sexy. Authentic American a&; Version F is a popular < P > brand pursued by young Americans, and its expensive price is well known.
official websites:
www.abercrombiekids.com and www.hollisterco.com
Abercrombie &; Fitch launched a new brand Ruehl.
Ruhr has opened stores in New Jersey, Florida and Chicago in September, serving Abercrombie &; Fitch has added a new force.
These three monopoly chain stores are antique brick houses with iron railings and classical windows. Inside, there are a series of rooms with different types of clothes, soft lighting and beautiful music to create an attractive atmosphere. Ruhr's target market is young men and women aged 22-3, and the price is 2% higher than the original clothing brand.
Abercrombie & Fitch plans to set up another four-story flagship store on Fifth Street in Manhattan, which will open next year.
the industry believes that a&; F Ruhr is introduced to expand the customer base and develop for customers over the age of teenagers. Cohen, an analyst at NPD Group, a retail analysis, believes that many men and women over the age of 35 or even 4 still dress up around the age of 25, and the customers at this age are more loyal to the brand and are not as fickle as teenagers.
Abercrombie & Fitch is for its core teenagers, Hollister is for middle school students, Ruehl is for college students and shoppers after graduation, and Little A is for children.
Abercrombie & History of Fitch:
As early as 1892, David Abercrombie, an explorer from Maryland and an outdoor enthusiast, founded Abercrombie &; Co., a franchise company dedicated to high-quality camping, hunting and fishing equipment. At that time, the customers were mainly professional hunters, explorers and so on, and many celebrities in textbooks loved to use A&; F's appliances and clothes, Roosevelt's African expedition, Robert Peary's Arctic expedition, Hemingway's shotgun, Hoover's and Eisenhower's fishing tackle, and Clark Gable's clothes were all made by A & From F. In 19, a new york lawyer named Ezra Fitch became a partner and brought a lot of money, so the company was renamed Abercrombie &; Fitch Co Unfortunately, it was a nightmare cooperation, and they rarely agreed. Finally, one day in 197, Abercrombie couldn't stand this endless dispute and sold his shares and left the company he founded. However, AF's performance was not affected at all and continued to rise all the way.
Mr. Fitch emphasizes that the interior of the store should be decorated like a camping scene, and all the supplies should be put out as if they are in use instead of hidden behind beautiful glass windows. He put a dirty tent in the center, a bonfire was burning in the corner of the shop, and all the salespeople were experienced explorers, telling their own stories to customers coming and going. To this day, the company is still influenced by him, using elk as its trademark. There is no doubt that all these strategies have achieved great success. By the time Fitch retired in 1928, A&; F has become one of the largest sporting goods companies in the world.
the subsequent operation was also quite successful, a&; F maintained its position as the number one outdoor sports brand and opened more than a dozen branches in the United States. However, in the 196s, the company's performance went from bad to worse due to the economic depression, and finally in 1977, it became unsustainable in A&; F declared bankruptcy and was bought by a sporting goods retailer named Oshman, but A&; F is still struggling in trouble and has no improvement.
Rebirth and Rise
The turning point occurred in A&; F has been acquired again, and the new owner is very important ―― The Limited Inc. (Now Called Limited Brands), and he also owns successful brands such as Express and Victoria's Secret. Soon a&; F has revived its former glory, but this time it appeared as a brand of teenagers' clothing. In the mid-199s, dozens of branches have appeared in high-end malls all over the country. In 1996, it began to be listed on the New York Stock Exchange, and at the A& time The Limited Inc began to withdraw from the A&; F management. Since then, A&; The layout style of Store F has been determined: as soon as you enter the door, you will see a huge elk head with their posters on the gray wall.