Abercrombie Fitch is a brand that defined clothing style for several decades to come and became the basis of American culture. Although Abercrombie Fitch has become a less popular brand, it was once adored by presidents, pioneers, explorers, writers and actors. Today, the brand faces an identity crisis, its clientele is decidedly less distinguished than in the old days, and its products retain a tenuous connection to its American heritage. It seems that the brand has distinguished itself in many areas besides fashion itself.
They opened their first retail outlet in 1892 in the most populous district of New York Manhattan. It was positioned as an upscale sportswear store. Having survived difficult times at the end of the 19th century, the brand continued to develop, and, thanks to the efforts of many people, there are currently more than 1,049 stores of this brand (including subsidiary brands) in America, which, moreover, is beginning to actively expand into the markets of other countries. Now Abercrombie is no longer just sportswear, it is clothing for every day; clothes for walks, excursions and just a pleasant stay; clothing aimed mainly at young people energetic and modern, who love a fast life and comfort in everyday life.
Abercrombie Fitch Co. shipped more than 50,000 copies of its 456-page catalog worldwide, each edition costing one dollar—a staggering amount for publication at the time. The catalog featured outerwear, camping equipment, articles and advice. However, although the catalog proved to be a very successful marketing effort, the costs nearly bankrupted the company, especially since the catalog was offered for free.
Luckily, Abercrombie Fitch Co. continued to flourish. In 1910, the company began selling women’s clothing and became the first store in New York to offer both men’s and women’s clothing. In 1913, the store moved to a more fashionable and convenient address in Midtown 55/57, and 4 years later it moved again to the corner of Madison and 45th streets a place that is forever etched in the history of the brand.
In 1988, The Limited became the company’s income source for Abercombie and the Ficht brand. At the same time, the expansion of the concept and the production of perfumes began.
Now this is one of the most popular brands not only in America, but throughout the world. Good quality materials, excellent design, comfort and practicality of men’s and women’s clothing have won the love of consumers.
In 2000, the company launched the sale of youth clothing under the Hollister Co. brand.
“Luxury in the everyday” is a slogan that the company lives up to to the fullest.
