Short A & amp； A & amp； F/AF
Chinese transliteration: Abercrombie and Fitch
Abercromby & ampFitch is the first American leisure brand that set off a global fashion whirlwind. It is the most popular brand among young people today and one of the most popular brands among American college students. It is a century-old local brand founded by 1892 in new york, USA.
a &； f(abercrombie & amp； Fitch), with its high style, high quality and super fresh style, has spread from all over the United States and Canada, creating new indicators of global new fashion. Take the street leisure style in America as an example, which is deeply loved by teenagers in Europe, America and Asia.
The story of abercromby & Fitch
1892, a young man named David Abercrombie founded David t. Abercrombie Company in new york, specializing in selling advanced outdoor activities and hunting supplies. His clients are rich uncles. They have nothing to eat or hunt. One of the most loyal and successful lawyers is ezra fitch. After a long career in litigation, ezra fitch finds life boring, so selling shotguns is more interesting. Finally, abercrombie, who didn't know how to refuse, was successfully persuaded to join the company at 1904. Since then, the name of the company has changed from abercrombie, which is difficult to pronounce, to abercrombie &; Fitch。 However, the combination of two people is like marriage. Everything is fine before marriage, and nothing will happen after marriage. Abercrombie's conservative attitude often makes him crazy about the rapidly expanding Fitch. A&at this time; F is a supplier of sporting goods for the rich.
1907, abercrombie finally couldn't stand it and quit the company's operation. However, Fitch decided to keep the "abercrombie" part in the front to make the company name look rap and cool. After that, Fitch was finally able to expand the company satisfactorily. He violated the principle that everything should be neatly put in the cupboard. The clothes and socks in the shop look like they have been used two or three times. The tent is dirty and there is a fire in the corner of the shop. This style has become a fashion. F remains the same. Also because of the hunting background, A &；; The F sign is an elk head. The fire is rising very vigorously. As a result, the store not only didn't burn down, but also opened a flagship store on Fifth Avenue in New York, where sportswear for men and women began to be sold.
19 13，A &； F is the first store in new york that sells sportswear for men and women.
Fitch built a wooden house on the top floor of the reinforced concrete storefront building as his residence, and there was also a fishing pond in the store for guests to try fishing rods. Many famous people 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 F. That year, A &；; F became the largest sporting goods company in the world.
1928, the legendary manager Fitch retired after earning enough money.
1960, the company began to decline, 70 years, the American economic depression, A &；; F declared bankruptcy on 1977.
On 1988, Ltd. bought a&; F's cheap product sales department.
1992, Slim Wechs, the chairman of the limited company, took a fancy to jeffries's outstanding talent in casual dress design, so he was recruited as & F brand adds new vitality. Since then, a&F clothing has begun to glow with youthful vitality. In jeffries's view, consumers want classic American clothes with high quality and young mentality. High quality cotton cloth is very comfortable, breathable and soft to the touch. The LOGO in front is embroidered, which absorbs sweat. It is not only full of fashion and new ideas, but also greatly improves the comfort and naturalness of wearing. Acquired by limited inc, 1992 was transformed into a clothing company, and the shabby clothing route for college students was a great success.
In 2003, A & ampf lost a lawsuit. Employees claimed that the company forced employees to buy the company's clothes, and some people spent more than they earned. A & ampf lost $2 million.
In 2004, A & ampf lost another racial discrimination lawsuit, and he had to pay 40 million dollars. The content of the lawsuit is a&; F deliberately created a white brand, including employees in the store who only like to use white people. Many people have asked A &；; Asians and blacks who apply for jobs but are not accepted can get compensation. Now is not only a&; F advertising, the store began to have Asians and blacks, and hollister appeared as a brand image of colored people. Now there is another case to report to A &；; A lawsuit is brewing. F's advertisement is too exposed (what about Victoria's secret? )。
From June 5438, 2005 to 10, A &；; F has 788 stores in the United States, and plans to open five branches in Canada in 2005, enter Europe in 2006 and enter Japan in 2007. As for when to March into China? Don't know yet.
A & ampf Apart from hollister, abercromby &; Fitch launched another brand, the new brand Ruehl, taking the high-end leather bag route, with prices ranging from 0 to 0 dollars, aiming at the market of coach and marc jacobs, and then starting after the decline, A &；; At present, F has the momentum and determination to unify the whole country.
In September, Ruhr has opened stores in New Jersey, Florida and Chicago for Abercrombie &; More than 700 chain stores in Huiyu have added new troops.
These three monopoly chains are all antique brick houses, iron railings and classical windows. There are a series of rooms in it, and each room has different types of clothes. Soft lighting and beautiful music create an attractive atmosphere. Ruhr's target market is young men and women aged 22-30, and the price is 20% higher than the original clothing brand.
Abercromby & Fitch plans to set up another four-story flagship store on Manhattan's Fifth Avenue, which will open next year.
The industry believes that A &；; The launch of F Ruhr is to expand the customer base and develop customers over the age of teenagers. Cohen, an analyst at NPD Group, a retail analysis agency, believes that many men and women over 35 or even 40 will still dress up around the age of 25. Customers at this age are more loyal to the brand and are not as fickle as teenagers.
Abercromby & Fitch faces its core teenagers; Hollister is used by middle school students; Ruehl is for college students and shoppers after graduation; Small A is for children.
As the LOGO below official website said, it is a luxury leisure product. In the new york retail sales report released recently, Bercrombie &; Fitch Co announced that same-store sales increased by an average of 22% in July. Abercromby & Fitch (A&/AF) is one of the favorite brands of American college students. Its high quality and strong "American college atmosphere" also make it the favorite of Hollywood fashion celebrities.
Difficult-to-pronounce names are confusing.
Pay attention to a&; F's logo was established in 1892. In fact, a&; F, formerly known as Abercrombie, mainly makes functional clothing for outdoor activities such as hunting and fishing in new york. Ezra Fitch joined Abercrombie's management team after 1900, and experienced several repositioning and product reorganization, including David Abercrombie's withdrawal. Later, the marketing genius Mr. Fitch named the brand Abercrombie &；; Fitch, deliberately make the name long and difficult to pronounce and remember.
Second hand texture
This is not Mr. Fitch's only idea. First of all, it reorganized the goods in a second-hand retro academic style, and changed the whole series into a narrow version. In men's wear, it is also called "muscle" series. As the name implies, it is clothes that can stretch out muscle lines.
Muscle sensory size
The size distribution of A & ampF is usually not XXL distribution. If the boy's waist is more than 38 inches, it is difficult to fit into A &；; F's goods In other words, only people with standard figure are qualified to wear A &；; F, this is the most different place from ordinary American brands. Mr. Fitch's market segmentation of "selecting people to wear" invisibly made him wear a&; All the handsome guys and beautiful women in F have become living advertisements.
Brand, sales strategy, star effect;
Fitch's biggest bet is to make the catalogue and advertisements perfect, but deliberately don't put the main products in the store, or claim that they have been sold out. The creation of "strange goods to live in" has made the turnover of stores and online shopping considerable. A & ampf only plans high-profile access points in a direct way. At present, there are 788 stores in the United States, and this year there is the first branch in Canada. The Asian part is expected to enter the Japanese market in 2007.
Abercrombie's surname 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 production lines are in the mainland. It shouldn't be surprising to see the sign "Made in China" on the label. With the love of artists such as Andy Lau, the king of Hong Kong, this fashion trend has gradually spread to Taiwan Province Province and Hong Kong. Even Andy Lau, the king of Hong Kong, is a fan of this brand. He was wearing abercrombie's clothes when he went to Taiwan Province Province to publicize the house of flying daggers.
Abercrombie's clothes are interesting because his ideas change almost every season. A & ampf is becoming more and more popular. In fact, the price is not cheap. It is a high-end sportswear. If you wear an Abercrombie in America, it can be regarded as a symbol of nobility. American young people's clothing brands, A &；; F leads the trend, decadent and unruly. A & ampf clothes protrude from the chest, waist and buttocks, completely close to the skin and sexy. Authentic American a & amp； F version is a popular brand sought after by American young people, and its expensive price is well known.
Abercrombie, a casual clothing brand from America &; Fitch, a super popular clothing brand for young people in the United States, has been popular all over the world since the United States, mainly taking a casual and young route. These clothes are very popular with Asians because of their excellent quality and outstanding design.
Abercrombie's clothes are interesting because his ideas change almost every season. A & ampf's advertisements are all about music and sports that young people like, showing a&; The connotation of clothing. In fact, a&; The "cool" element in clothing style is not innate.
Style characteristics:
A, concise and bright design concept, easy to match with any clothing, whether it is a T-shirt, shirt or coat, is a good choice.
B, awesome pants make up for the shortcomings of your figure curve. If you wear them only once, you will become a loyal customer of this brand.
C, with different styles of different tops, light color makes you sweet, dark color and cool.
D, can match different shoes and hats.
The history of abercromby & Fitch
As early as 1892, David Abercrombie, an explorer and outdoor enthusiast from Maryland, founded abercromby & Ltd., a franchise company, is committed to high-quality camping, hunting and fishing equipment. At that time, the clients were mainly professional hunters and explorers, 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 F. 1900, a new york lawyer named Ezra Fitch became a partner and brought a lot of money, so the company was renamed Abercrombie &；; Unfortunately, this is a nightmare cooperation, and they rarely agree on anything. Finally, one day on 1907, Abercrombie couldn't stand this endless dispute, sold his shares and left the company he founded, but AF's performance was not affected at all and continued to rise all the way. Mr. Fitch stressed that the interior of the store should be decorated like a camping scene, and all the supplies should be taken out as if they were in use, not hidden behind beautiful glass windows. He put a dirty tent in the center, lit a bonfire in the corner of the shop, and all the salespeople were experienced explorers, telling their 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 1928 retired, A &；; F has become one of the largest sporting goods companies in the world. The operation was also quite successful, one&; F maintains the leading position of outdoor sports brand, and has opened more than a dozen branches in the United States. However, in the 1960s, due to the economic depression, the company's performance went from bad to worse, and finally it was in the unsustainable A &；; F declared bankruptcy and was acquired by a sporting goods retailer named Oshman, but A & amp； F is still struggling, and there is 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 reappeared its former glory, but this time it appeared as a brand of teenagers' clothing. In the mid-1990s, dozens of branches have appeared in high-end shopping malls all over the country. 1996 began to be listed on new york stock exchange, and began to withdraw from A & ampF management in A& Time Limited. Since then, A &；; The layout style of store F has been determined: as soon as I entered the door, I saw a huge elk head with their posters on the gray wall, which were basically naked young blond muscular men. 2005 165438+ 10 a &；; F completed the construction of their flagship store on the famous Fifth Avenue in new york, surrounded by luxury stores such as Fendi, Prada and Chanel. Now a&; F has about 360 branches in the United States, and 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 in full swing.
Lifestyle, brand and constant trouble
A & ampf has always positioned them as a way of life and a desirable concept of leisure. The selected music played in the shop is shocking and exciting. F cologne is everywhere, and every salesman should carefully choose it as a brand representative-brand agent-which is actually a civilian model. Through them, this advocated lifestyle can be reflected. These children are all in their twenties. They are very athletic, attractive, open and enthusiastic, and their shapes are unforgettable.
However, in the 2 1 century, the company's resignation policy also attracted a lot of criticism. First, someone sued A &；; There are hints and tendencies of homosexuality and group sex in the magazines published by F, and then the bigger trouble comes from the racist words in their personalized T-shirts. The most famous T-shirt costs $25, with a cartoon printed on it: an Asian with squinting eyes and a conical hat, with the slogans "Wong Brothers Laundry Service: Two Wong's will make it white" and "Bowls and balls-China rice and bowling" printed next to it. You can imagine how many Asian groups will sue them, but it is said that the designer of this T-shirt is Asian, so it is a hot discussion for a time anyway. But it seems that AF didn't learn any lessons at all, and then he fucked people everywhere in Virginia. A T-shirt said, "These are all relatives in West Virginia." That's not all. Another person said, "Who needs a brain with all this?" This women's T-shirt has attracted the dissatisfaction of women's rights activists. In short, they laugh at all kinds of people with their humor.
Everyone has gradually noticed the strange phenomenon that AF is almost all white shop assistants. There is no doubt that this is enough to make you appear in the dock in the United States. A considerable number of ethnic minorities reported that they were treated unfairly in the process of job hunting and were rejected for strange reasons. Finally, the company paid $40 million in compensation to those applicants of color who were rejected.
Brother brand
After the great success at the end of last century, Abercrombie &; Fitch has launched several new brands for different age groups, including abercrombie& Fitch, Abercrombie, HOLLISTER, RUEHL and Ezra Fitch.
Abercromby & Fitch for 18 ~ 22-year-old college students, A &；; F itself has a taste of maturity year by year.
Abercrombie Kids faces children aged 7 ~ 14, almost all of whom are A &；; f .
Hollister aims at 15 ~ 18 students. Hollister strives to embody a California beach surfing style, but the style and materials are one grade lower than A&F, and the corresponding price is also lower.
Ruehl (pronounced rule) is aimed at people who have been working in their early twenties and thirties, especially those who have been accompanied by A &；; F young consumers who grew up together, Ruehl's style is more mature, and the texture is also better than A &；; F by going up one flight of stairs, the natural price has also increased a lot. What's more strange is that Ruehl has no plans to sell online, and there are only a dozen specialty stores in the United States.
Ezra Fitch series is a customer over 22 years old, and probably the merchants themselves expect to get richer as they get older.
Abercrombie Fitch combines casual atmosphere with fashion sexy through fit lines. Abercrombie Fitch follows the Southern California style. There is a deep western brand. Abercrombie Fitch's products range from RMB 100 to RMB 2,000. T-shirts are well tailored to reflect lines. Jeans have a decadent feeling in the west.
Abercrombie Fitch is a popular brand in the world, but the brand advocates luxury and leisure.
Because Abercrombie Fitch is very popular, A &；; F is a local brand in the United States and is not open to other countries. There is no monopoly in China, and Abercrombie Fitch can only be purchased by mail order and carrying.
June 5438+February 65438+May 2009, A &；; f(Abercrombie & amp； Fitch opened its first flagship store in Asia, setting the highest first-day sales record in the company's history. Located in Ginza, Tokyo, this store is another store after successfully opening flagship stores in new york in 2005, London in 2007 and Milan in June this year. 10. The company believes that the successful opening of Ginza Store is another example of the company's international expansion strategy.
The company will open its second flagship store in Japan in Fukuoka later on 20 10.
Prod Co., Ltd., a real estate consulting company cooperating with the company, revealed that A & amp； f(Abercrombie & amp； Fitch is also investigating potential stores in Nagoya, Kobe and Osaka, and plans to open its first Hollister in Japan next year.