Abercrombie & Fitch Set Off Global Fashion Whirlwind

In 1892, a young man named David Abercrombie founded David t. Abercrombie company in New York City, which specializes in the sale of advanced outdoor activities and hunting supplies. His clients are rich, well fed, hunting hunters. One of the most loyal and successful lawyers is Ezra Fitch. Ezra Fitch, after having a long career in lawsuits, finds life rather boring. It's more fun to come and sell shotguns. Finally, in 1904, he succeeded in persuading Abercrombie, who did not know how to refuse, to let him join the company. From then on, the name of the company changed from a difficult Abercrombie to a difficult and long Abercrombie & Fitch. However, the marriage of two people is like marriage. Everything is good before marriage. Abercrombie's conservative attitude often drives Fitch crazy. At this point, A&F is a supplier of sporting goods for the wealthy class.

In 1907, Abercrombie could no longer afford to quit the company's business. However, in order to make the company name look very talkative, Fitch decided to retain the "Abercrombie" part. After that, Fitch can finally expand the company with satisfaction. He must keep everything neat and clean in the cabinet principle. clothes The socks looked like two or three times, and the tents were dirty. There was a fire in the corner of the shop. This style has remained in A&F until now. Also because of the hunting background, the A&F logo is an elk head. The fire went up well, not only did the shop not burn down, but also the flagship store in Fifth Avenue, New York, where the men and women began to sell sports. Clothes & Accessories 。

In 1913, A&F was the first shop selling sportswear for women and men in New York City.

In 1928, the legendary Fitch became full and retired.

In 1960, the company began to go downhill. In the 70 year of the Great Depression of the United States, A&F declared bankruptcy in 1977.

In 1988, Limited bought the Sales Department of A&F's cheap products.

In 1992, Sri Weeks, chairman of the Limited company, gave him the opportunity to add new vitality to the A&F brand by watching Fries's outstanding talent in casual dress design. From then on, A&f clothing began to shine. In Jeffries's view, consumers want the classic American dress with high quality and young mentality. Superior cotton fabric is comfortable, breathable and soft. The positive text Logo is embroidered, sweating is also better, not only full of fashionable new ideas, but also will greatly enhance the comfortable and natural feeling of wearing. It was bought by limited inc and transformed into a clothing company in 1992, and was successfully achieved by the university students' tattered clothing style.

In 2003, A&F lost a lawsuit in a lawsuit. Its employees claimed that the company half forced employees to buy the company's clothes, and some people spent more than they earned. A&F lost 2 million dollars.

In 2004, A&F was sentenced to $40 million in another racial discrimination lawsuit. The content of the lawsuit is that A&F deliberately created it as a white brand, including employees in the shop who only like white people. Many of the Asian and black people who applied to A&F but were not accepted could be compensated. Now, not only A&F advertisements, but also Asian and black people in the shops, Hollister is also a brand name image of colored people. Now another case of advertising that is going to tell A&F is too revealing. What about the secret of Vitoria?

In January 2005, A&F had 788 stores in the United States. In 2005, it planned to open 5 branches in Canada, enter Europe in 2006, and enter Japan in 2007. When to enter China?

A&F in addition to the sub card Hollister, the popular young apparel retailer Abercrombie & Fitch has launched another brand, the new brand, Ruehl. Leatherwear Bag line, the price is not equal, aiming at the market of Coach and Marc Jacobs, and after setting off, A&F now has the same momentum and determination.

Ruhr opened stores in three places in New Jersey, Florida and Chicago in September, adding new strength to Abercrombie & Fitch more than 700 chain stores in the United States.

The three franchised chains are antique brick houses, with iron railings and classic, perfect windows. Inside are a series of rooms, with different types of clothing in each room, and soft light and beautiful music, creating an enticing atmosphere. Rule's target market is 22 to 30 year old young men and women, the price is higher than the original clothing brand 20%.

Abercrombie & Fitch plans to build another 4 storey flagship store on Fifth Street in Manhattan, which will open next year.

The industry believes that A&F launched Ruhr, with the intention of expanding its customer base and developing it for young people aged above. NPD, an analyst with the retail industry, thinks that many 35 or even 40 year old men and women still dress up at the age of 25, and the customers at this age are more loyal to the brand than they are.

Abercrombie & Fitch is the core teenager; Hollister is for middle school students; Ruehl is for college students and graduates after graduation; Little A is for children.