In 1892, Mr. David Abercrombie started his own
business with a new company that named after his own, David. T.
Abercrombie. The company is a supplier specializing in clothes for the
outdoor activities like hunting and fishing. It aimed at the up-class
who could afford such expensive entertainments. In 1990, Mr. Ezra Fitch
joints the company and started a plain of re-positioning. After a lot of
twists and turns, David Abercrombie left the company and Mr. Fitch
renamed it as "Abercrombie & Fitch" which is very long and tricky
and hard to memorize, but on the other hand, kind of cool.
A&F is an authentic American brand. It’s born and raised in the
US, so its essence is the high-quality classic American clothes with a
young spirit. Its main products are casual coats for men and women,
sport-wears and underwear, also some its logo is a North American
reindeer with giant antlers.
The interesting part about A&F is that its designs and styles
changes every season. The advertisements of A&F are closely
connected to the popular music and sports that are pursuing by the
youth. There are five sub-brands under the main brand A&F, which is
Abercrombie & Fitch, Abercrombie Kids, Hollister, Ruehl and Ezra
Fitch. Each one has its own client bases.
Divided by ages, Abercrombie & Fitch specializes in the colleges
students ranging from 18 to 22, while Abercrombie kids aims at the young
kids between 7 and 14. It’s basically a small version of Abercrombie
& Fitch. The customers of Hollister are usually students from 15 to
18, high school kids basically. Hollister emphasizes the unique
characteristic of each individual youth, exactly what the teenagers are
looking for. The designs of Ruehl are much more expensive than the
others, because its aiming customers are those between 22 to 30 with
successful careers and high incomes.
As it grows more and more popular and famous, the prices of the A&F
products grow at the same time. But there also some low-price but
high-quality and very faddish clothes for young people, if you can’t
afford an original A&F, then find something in Hollister, the price
is relatively lower but not the quality.
