Abercrombie & Fitch
Abercrombie & Fitch is one of the most visible and innovative retailers of clothing in the United States. In the 1990s, Abercrombie & Fitch was recognized as a trendsetter for young people, competing with other youth-oriented companies such as J.Crew (see entry under 1980s—Commerce in volume 5), American Eagle, and Gap (see entry under 1960s—Commerce in volume 4). One of Abercrombie & Fitch's innovations was the "magalog": one-part magazine, one-part retail catalog. The Abercrombie & Fitch magalog sparked national controversy in 2000 when its photo spreads featured scantily clad models. Competitors generally follow Abercrombie & Fitch's lead in such marketing devices.
Abercrombie & Fitch is perhaps best known for eye-catching clothing such as its famous paratrooper pants. The company racked up a staggering $1.06 billion worth of sales in 1999. Abercrombie & Fitch started life in 1892 as a supplier of outdoor gear for the wealthy and famous. Since the 1990s, the company has concentrated on defining cool, rugged clothing and accessories for teens.
For More Information
Abercrombie & Fitch. http://www.abercrombie.com/anf/lifestyl es/html/af_homepage.html (accessed April 1, 2002).
Barrett, Amy. "To Reach the Unreachable Teen." Business Week (September 18, 2000): pp. 78–80.
"Mail Bonding." Vogue (November 1997): pp. 170–72.
Perman, Stacy. "Abercrombie's Beefcake Brigade." Time (February 14, 2000): p. 36.
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