Abercrombie & Fitch a company once began in early 1910s was targeted for outdoor gear. It was once worn by celebrities of it’s time such as Clarke Gable, Katherine Hepburn as the list goes on. It was originated by David Abercrombie and Ezra Fitch. It carried the most prestigious sporting wear of it’s time. A time when sporting wear was almost a necessity where there were no televisions, the radio was just entering the market, and kitchen appliances were very rare. It was geared for the rugged type customer, and it’s looked resembled that.
Then in 1988 The Limited company took it over. It’s look was redefined throughout the 90’s by CEO Mike Jeffries into a teenage market. All it’s marketing was geared to young adults 16- 22. It’s image was turned around into a “preppy” phenomenon. It’s casual look swarm the market and a new look was derived.
1999 Abercrombie had legal troubles was involved in a lawsuit, which involved their company partaking in sweatshops. The store lost it’s appeal to many.
2000’s on Abercrombie has been a controversial roller coaster. Whether it be it’s employment practices. Equal Opportunity lawsuits, it’s controversial display of models to a young targeted audience or its snobbishness,it’s here to stay.
Can we really define it as a fashion?
It’s look is that of teenagers , yet still followed by those in their twenties. It’s a look of want to be hip, but not sure really want “in” is at the time. So stay with Abercrombie and you’ll be in line with being with the “in” crowd. I think it’s okay if your 16- 18, beyond that I think you should develop your own sense of style and your closet shouldn’t consist of all one name brand. That’s exactly what the company has try to do, make you consistent. Your choice!
Do you think Abercrombie has a sense of being in with fashion? Or is it a look of it’s own that is just followed?
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