short A&: a&; F/AF
Chinese transliteration: Abercrombie& Fitch
official website Address:/(AF China's largest wholesale base www.af-polo.com)
At present, its five major brands are Abercrombie &; Fitch,abercrombie,HOLLISTER,RUEHL,Ezra Fitch
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 popular brands among American college students, and a century-old local brand founded in new york, USA in 1892.
a&; F(abercrombie & Fitch), with its high style, high quality and super fresh style, has spread from all over the United States and Canada, creating a new indicator of global new fashion. Take the casual style of American street, which is deeply loved by teenagers in Europe, America and Asia.
abercrombie & The story of fitch
In p>1892, a young man named David Abercrombie founded David t. Abercrombie Company in new york city, which specializes in selling high-end outdoor activities and hunting supplies. His clients are rich uncles who have nothing to eat and hunt, and one of them is the most loyal and successful lawyer, 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, and the company name changed from abercrombie, which was difficult to pronounce, to Abercrombie, which was difficult to pronounce. 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 drives him crazy about the rapidly expanding fitch. A&at this time; F is a supplier of sporting goods for the wealthy.
in p>197, abercrombie finally couldn't take it anymore and quit the company. However, fitch decided to keep the "abercrombie" part in front of the company name in order to make it look talkative and cool. After that, fitch was finally able to expand the company satisfactorily. He broke the principle that everything should be neatly placed in the cupboard. The clothes and socks in the store looked like they had been used two or three times, the tent was dirty, and a fire was lit in the corner of the store. 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. As a result, the store not only didn't burn down, but also opened a flagship store on Fifth Avenue in new york, and the store began to sell sportswear for men and women.
in p>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 was 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 & From F. In that year, A&; F became the world's largest sporting goods company.
in p>1928, fitch, the legendary manager, earned enough money and retired.
in p>196, the company began to decline, and in 197, the American economic depression, A&; F declared bankruptcy in 1977.
in p>1988, Limited company bought a&; F's cheap product sales department.
In p>1992, the chairman of Limited Company, Slim Wechs, took a fancy to jeffries's outstanding talent in casual dress design, so he was invited to be a & F brand adds new vitality. From then on, A&; F clothing is beginning to glow with youthful vitality. In jeffries's view, consumers want classic American clothing with high quality and youthful mentality. The superior cotton fabric is very comfortable, breathable and soft to the touch. The LOGO on the front is embroidered, which is more sweat-absorbent. It is not only full of fashion and new ideas, but also greatly improves the comfortable and natural feeling of wearing. It was bought by limited inc and transformed into a clothing company in 1992, and the line of college students' shabby clothes was a great success.
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. A& F lost 2 million dollars.
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 employees in the store who only like to use white people. There are many who have asked A&; F Asians and blacks who apply for jobs but are not accepted can get compensation. Now not only a&; F advertising, the store began to have Asians and blacks, and hollister appeared as a brand image of colored people. And 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, and plans to open five branches in Canada in 25, enter Europe in 26 and Japan in 27. As for when to March into China? Not yet known.
A& F In addition to hollister, Abercrombie &; Fitch launched another brand, the new brand Ruehl, which took the high-end leather bag route, and the price ranged from to dollars, aiming at the markets of coach and marc jacobs, and then starting after falling, A&; At present, F has the momentum and determination to unify the country.
In September, Ruhr has opened stores in New Jersey, Florida and Chicago, serving as the national Abercrombie &; Fitch, more than 7 chain stores have added new troops.
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 faces its core teenagers; Hollister is for middle school students; Ruehl is for college students and shoppers after graduation; Little A is for children.
as the LOGO below on the official website says, it is a luxury leisure product. In the new york retail sales report published a few days ago, Bercrombie &; Fitch Co announced that the sales of the same store increased by 22% on average in July. “Abercrombie & Fitch”（A& F/AF) is one of the favorite brands of American college students at present. Its high quality and strong "American college atmosphere" also make it the favorite of Hollywood fashion celebrities.
difficult names are confusing
pay attention to a & The logo of F was founded in 1892. Actually, A&; F, formerly known as Abercrombie, is aimed at outdoor activities such as hunting and fishing in new york, mainly making functional clothing. Ezra Fitch began to join Abercrombie's management team after 19, and has undergone several repositioning and product restructuring, including David Abercrombie's withdrawal. Later, Mr.Fitch, a marketing genius, named the 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. In 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 a standard figure are eligible to wear A&; F, this is the most different place from ordinary American brands. Mr. Fitch's market segmentation of "choosing people to wear" invisibly makes him wear A&; All the handsome men and beautiful women in F have become living advertisements.
brand, sales strategy and star effect:
Fitch's biggest bet is to make the catalogue and advertisement perfect, but deliberately not lay the main products at the store head, or claim that they are sold out. The creation of "strange goods to live in" 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 branch in Canada this year. The Asian part is expected to enter the Japanese market in 27.
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 of its production lines are in the mainland. It should not be surprising to see the mark 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 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, the price is not cheap. It can be called high-grade sportswear. If you wear an Abercrombie in the United States, it can be regarded as a symbol of nobility. American young people's clothing brand, A&; F leads the trend, decadent and unruly. A& F clothes stand out from the chest, waist and buttocks, completely close to the skin and sexy. Authentic American a&; F version is a popular brand pursued by American young people, and its expensive price is well known.
Abercrombie &; Fitch, a super-popular clothing brand of local young people in the United States, is popular all over the world from the United States, mainly taking the casual and young route. The clothes have excellent texture and outstanding design, and they are very popular for Asians.
The interesting thing about p>Abercrombie's clothes is that his creativity changes almost every season. A& F's advertisements are all about music, sports and other situations that young people like, showing A&; F the connotation of clothing. Actually, A&; F the "cool" element in clothing style is not innate.
style features: a, concise and bright design concept, easy to match with any clothing, whether it is a t-shirt, shirt or coat, it is a good choice.
B, awesome pants make up for the shortcomings of your body curve. If you wear them once, you will become a loyal customer of this brand.
C, match different styles with different tops. Light color makes you sweet, dark and cool.
D, can be matched with different shoes and hats.
Abercrombie & The 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 emphasized that the interior of the store should be decorated like a camping scene, and all the supplies should be put out as if they were 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. After the operation is 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