History
Abercrombie & Fitch brand focuses on casual wear and accessories for a target consumer ages of 18 through 22, was founded in 1892 by David Abercrombie as Abercrombie Co. Abercrombie was joined by Ezra Fitch in 1900 and the company officially became Abercrombie & Fitch Co. With over 300 locations in the United States, the brand has embarked on International expansion throughout various world markets. Besides, the Company also operates three off-shoot brands: abercrombie, Hollister Co., and Gilly Hicks.
After establishing, A&F had become an elite outfitter of sporting and excursion goods. After financial troubles in the 1960s and 1970s, it was acquired by The Limited. Mike Jeffries took over the company and repositioned it as an aspirational youth apparel retailer. Controversies followed with the subsequent publication of A&F Quarterly. And today, A&F has been gaining further financial success. A&F only casts its store employees for marketing campaigns. Casting directors from Home Office travel to key A&F regional locations in United States and to London to hold "casting calls" for the employees in the respective regions aspiring to become the next "A&F New Face".
A&F fashions are casual, and are supposedly designed for the college-aged lifestyles. The clothing offerings are available in a variety of colors and fashion clothing styles; The Company launched four brands in a period of ten years and has begun to expand on an international basis across various world markets as well.