- This page was last modified on 9 August 2025, at 21:50. Suggest an edit.
Abercrombie & Fitch facts for kids
 |
|
Abercrombie store on Fifth Avenue, Manhattan
|
|
| Public | |
| Traded as |
|
| Industry | Retail |
| Founded | June 4, 1892 in Manhattan, New York City, U.S. |
| Founders |
|
| Headquarters |
,
U.S.
|
|
Number of locations
|
854 (Feb. 2020) |
|
Area served
|
Worldwide |
|
Key people
|
|
| Products | |
| Revenue |  US$3.71 billion (2021) |
|
Operating income
|
US$355.18 million (2021) |
| US$263.01 million (2021) |
|
| Total assets |  US$2.93 billion (2021) |
|
Number of employees
|
31,700 (Feb. 2024) |
| Divisions |
|
Abercrombie & Fitch Co. (often called A&F) is an American clothing company. It was started in 1892. The company sells modern clothes for young adults. Its main office is in New Albany, Ohio.
A&F also owns other popular brands. These include Abercrombie Kids, Your Personal Best, Hollister Co., and Gilly Hicks. As of late 2024, they have over 780 stores around the world.
Abercrombie & Fitch is one of the oldest clothing brands in the U.S. It first sold high-quality outdoor gear. In the 1990s, the company became very popular. It focused on "casual luxury" fashion. They aimed their clothes at "cool kids."
Today, the company has changed its focus. It now sells clothes to a wider range of customers. These customers are typically in their early 20s to mid-40s.
Contents
History of Abercrombie & Fitch
Abercrombie & Fitch began in 1892 in New York City. David T. Abercrombie started it as a store for outdoor adventurers. Ezra Fitch, a rich lawyer, joined the business in 1900.
In 1904, the company became "Abercrombie & Fitch Co." Fitch later bought out Abercrombie's share. He owned the company from 1907 to 1928. The store was known for expensive hunting and fishing gear. They sold shotguns, fishing rods, and tents.
Famous people like Theodore Roosevelt and Admiral Richard E. Byrd bought supplies there. Even writer Ernest Hemingway was a regular customer.
By the 1970s, A&F faced tough competition. They struggled to keep their high-end image. The company had many expensive items. But high costs forced them to sell off their most costly products. They also had to cut back on moderately priced items.
In 1976, Abercrombie & Fitch faced financial trouble. They filed for bankruptcy. In 1977, their main New York store closed.
The brand was later bought by Oshman's Sporting Goods in 1978. Oshman's relaunched it as a mail-order business. They sold hunting clothes and fun novelty items. New stores opened in Beverly Hills, Dallas, and New York City.
In 1988, The Limited bought A&F. The Limited owned other clothing stores like Victoria's Secret. Under The Limited, A&F started focusing on young adults. It later became its own public company. It grew into one of the biggest clothing companies in the U.S.
Mike Jeffries became CEO in the 1990s. He changed the brand to focus on teenagers. In 1998, they launched Abercrombie Kids for ages 7-14. In 2000, A&F started Hollister Co. This brand focused on a relaxed California style.
Recent Changes and Growth
The company updated its products and closed some stores that were not doing well. Longtime CEO Michael Jeffries left in December 2014. Fran Horowitz became the new CEO in February 2017.
A&F changed its image to compete with other popular brands. They decided to focus more on helping customers. They also changed the job title for store employees from "models" to "brand representatives." Employees were allowed to wear more individual clothing.
Brand representatives now focus more on customer service. They offer to help shoppers. In 2015, these changes began. By May 2015, store employees did not have to wear only Abercrombie clothes.
Recent reports from 2021 showed good results. The company had its best second-quarter earnings since 2008. Sales were even higher than before the pandemic.
Company Headquarters
The company's main office is near Columbus, Ohio. It is in New Albany, Ohio. This town was planned by Les Wexner, who founded L Brands.
The main office is like a campus. It covers 350 acres. There are 11 two-story buildings. Some buildings are connected by skybridges. The company's two large warehouses are also on campus. They help protect the brand's products.
There are also special "model stores" on campus. These stores are used to test new layouts and displays. In January 2017, A&F announced it was letting go of 150 employees from its main office.
The company also has offices in London for Europe, the Middle East, and Africa. There is also an office in Shanghai for the Asia-Pacific region.
Marketing and Brand Identity
A&F was known for its stylish marketing photos by Bruce Weber. These photos were often in black and white. They were usually set outdoors. The company promotes its photo shoots on its website. The website also shows a gallery of current pictures.
The company's image is promoted as a global "casual luxury" brand. They started to create a more upscale image after 2005. This was when their Fifth Avenue store opened next to high-end shops like Prada.
A&F uses high-quality materials for its clothes. They price them at a "near-luxury" level. The company uses the slogan Casual Luxury. This means they use fine materials like cashmere and pima cotton. They also use special machines to make exclusive denim. This upscale image has helped them open stores in fancy locations worldwide. They often price their items higher outside the U.S.
Abercrombie CEO Mike Jeffries once called A&F's brand image a "movie." He said it was like a "fantasy" that happens in the stores.
In 2014, A&F changed its business plan. They started to offer trendier styles. They also made clothes faster. This helped them keep their upscale image while adapting to new trends.
By 2018, Abercrombie successfully changed its target customers. They now include not just younger adults but older adults too.
Store Employees
The company is known for its "brand representatives." These are the people who work in the stores. In the past, they had to buy and wear only A&F clothes for work.
After a legal agreement in 2003, this changed. Brand representatives can now wear any logo-free clothing. It just needs to match the season and A&F's style. The agreement also gave $2.2 million to former employees. This was to pay them back for clothes they had to buy.
In 2004, an "Impact Team" was created. This team helps manage products in each store. They make sure company standards are followed. Larger stores have a "Full Time Stock" person. This person trains other employees. They also handle shipments and keep the stock room neat.
Store managers are in charge of many things. This includes lighting, marketing photos, and making sure employees follow the company's "look policy."
Products and Pricing
Women's Wear Daily describes A&F's clothing as "neo-preppy." It has a classic style with a modern edge. The company's clothes are known for being luxurious. Many designs follow current trends. They heavily promote their "Premium Jeans." In 2010, they launched a leather handbag collection.
A&F's prices are known to be among the highest for youth clothing. Outside the U.S., prices can be almost double. An expert named Chris Boring warned that the company's brands might struggle in a recession. This is because they sell expensive goods, not necessities.
During the late-2000s recession, the company faced financial challenges. They refused to lower prices or offer discounts. They believed this would make their luxury image seem "cheap." However, the company's revenue increased by 13% in September 2010.
The company also sells fragrances. For men, they have Fierce and Colden. They also brought back the original cologne Woods. For women, they have 8, Perfume 41, Wakely, and Perfume #1. Fierce and 8 are the most popular scents. They are the main fragrances for the brand.
Product Concerns
In 2002, A&F sold a shirt with a slogan that caused offense. It showed smiling figures in conical Asian hats. This was seen as a negative image of 19th-century Chinese immigrants to the U.S. A&F stopped selling the shirts and apologized after a student group protested.
Later, in 2004, more T-shirt issues came up. One shirt made fun of West Virginia. Another shirt made fun of male gymnasts. A&F stopped selling the gymnast shirt after USA Gymnastics protested.
In 2005, a group called the Women and Girls Foundation protested A&F. They were upset about T-shirts with messages like "Who needs brains when you have these?" The campaign got national attention. A&F removed the shirts and apologized. They also agreed to meet with the protesting girls.
Another T-shirt issue happened in 2009. Some shirts had slogans that were seen as inappropriate. The American Family Association asked the brand to remove these shirts.
Brand Protection Efforts
Many fake Abercrombie & Fitch products were being sold. So, in 2006, the company started a program to fight this. They focused on countries like China, Hong Kong, Japan, and Korea. They worked with police around the world.
A former FBI agent leads this program. The program aims to stop the supply of fake A&F products.
In 2011, the company offered money to Mike "The Situation" Sorrentino. He was a cast member on the TV show Jersey Shore. A&F asked him and other cast members to stop wearing their clothes. They were worried his connection to the brand would harm their image. Sorrentino later sued the company, but the case was dismissed.
CEO's Past Comments
In 2013, comments from a 2006 interview with former CEO Mike Jeffries became widely known. He had said his brand was for "the good-looking, cool kids." He also suggested that some people, like overweight people, did not "belong" in his clothes.
These comments caused a lot of public discussion. Jeffries later issued a statement on May 17, 2013. He said his words were taken out of context. He also said he regretted that his words offended people. He stated that the company is against any discrimination.
Abercrombie & Fitch Stores
Modern A&F stores have white trim. They used to have black window covers called louvers. From 2013 to 2014, most louvers were removed. This was to try out new window displays. Now, a marketing image faces the entrance.
Inside, the stores have dim ceiling lights and spotlights. Loud Electronic dance music is often played. This music can be as loud as 90 decibels.
The company has 854 stores across all its brands. In the United States, there are 278 locations. Canada has 5 stores. The company also has 70 full-line stores and 10 outlet stores in 16 other countries.
Global Expansion
The Abercrombie & Fitch flagship store in Ginza, Tokyo, Japan—the first one in Asia
A&F started expanding outside the U.S. in 2005. Their goal was to open flagship stores in major cities worldwide. They started slowly but sped up their international growth in 2012.
The first stores outside the U.S. opened in Toronto and Edmonton, Canada, in 2005. In 2007, they entered Europe with a flagship store in London. Since then, they have opened stores in cities like Milan, Copenhagen, Paris, and Madrid. They also have six stores in Germany.
The first Asian flagship store opened in Tokyo in 2009. Then came stores in Fukuoka, Singapore, Hong Kong, and Seoul. The company focused on China and Japan, where luxury goods are popular.
A&F also made a deal to open stores in Mexico by 2015. In 2015, they opened their first store in the Middle East, in Kuwait. They plan to open more stores in Saudi Arabia, Qatar, Bahrain, and Oman.
Remembrance Poppy Policy in the UK
In November 2010, an A&F store in Southampton, England, stopped an employee from wearing a remembrance poppy. Poppies are worn in the UK and Canada to honor soldiers on Remembrance Day. The company said the poppy was not part of their approved uniform.
This ban caused criticism. On November 8, the company posted a statement online. They said they appreciate the sacrifices of soldiers. They also said their policy was to allow employees to wear a poppy on Remembrance Day. They planned to review this policy for the future.
Abercrombie Kids Store on Savile Row
In 2012, A&F planned to open an Abercrombie Kids store on Savile Row in London. This street is famous for its traditional tailors. The tailors were not happy about this. They already disliked the main A&F store nearby.
This led to a protest in April 2012. In February 2013, the city council rejected many of A&F's plans for the store. They called the plans "unacceptable." A&F appealed and eventually opened the store in September 2014. The next year, the company was fined for making illegal changes to the historic building.
College Campus Stores
In August 2018, Abercrombie tried opening two experimental stores on college campuses. This was to better reach their "college-age" customers. However, both of these stores have since closed.
Abercrombie & Fitch Brands
The company has had four other brands over the years. These brands operate as parts of the main company.
- Abercrombie Kids
- This brand is for kids aged 7 to 14. It has a "classic cool" style. It is like a younger version of Abercrombie & Fitch.
- Hollister Co.
- This brand is for teenagers aged 14 to 18. It is inspired by the "SoCal" (Southern California) lifestyle. Its prices are much lower than the main Abercrombie brand.
- Gilly Hicks
- This brand is for women aged 18 and up. It offers underwear, loungewear, and activewear. It is inspired by Sydney, Australia. Gilly Hicks products are mostly sold in Hollister Co. stores and online. There are also a few separate Gilly Hicks stores.
- Ruehl No.925
- This brand offered clothes for young adults aged 22 to 35. It was inspired by a fictional heritage in Greenwich Village. This brand closed in 2010.
- Social Tourist
- This brand was created by Hollister with social media stars Charli and Dixie D’Amelio. It makes trendy clothes for teens. It helps them try out different styles.
See also
In Spanish: Abercrombie & Fitch para niños
- Companies listed on the New York Stock Exchange (A)
- List of S&P 600 companies
- Lifestyle brand
- List of retailers affected by the retail apocalypse
- Retail apocalypse