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Ruehl (also known as Ruehl 925) is the most recent venture of [Abercrombie and Fitch], the American retailer. As of July 2005, the concept consisted of five U.S. locations, with plans to expand to 300 locations. Ruehl stores sell merchandise at prices 25-35% higher than the company's other concepts, and target a more affluent consumer in a higher age group. The stores themselves follow the unbranded-brand approach of the company's Hollister concept; signage is limited, the locations are not overtly branded, and interior spaces are dark and complex (ref. Style, [New York Times]). Market analysts view Abercrombie and Fitch's Ruehl launch as part of a companywide strategy to retain market share. [According to] A&F press releases, with Hollister designate for the 14-18 year old audience, and Abercrombie targeted for 18-22 year olds, the company had no prior concept to service the 22-30 market. Ruehl is designed primarily to keep consumers after they outgrow one concept, and to attract a new client base not enticed by Hollister and A&F items. Analysts also note that at around 80 points a share and with a 27 point low in October 2004, the company's stock price might be [artificially high], and prone to collapse if it cannot meet growth projections. Regarding Ruehl's marketing, advertising has been limited, relying mainly on word-of-mouth and targeted openings. It is worth noting that the brand is entirely fictional. Several retail concepts provide a company timeline or informal history to establish an emotional link to consumers; [Abercrombie and Fitch] was originally a sporting goods supplier in New York, and when their name was purchased to create the apparel concept, a suitable image was crafted from the wreckage of the defunct store. Williams-Sonoma, also, uses heavy referencing of its founder to convey history and stability. With Ruehl, such methods are employed; however, these footnotes are corporate mythology. There is no record of the Ruehl [family business] in New York, and even the address, 925 Greenwich Street, is an invention (Greenwich Street ends in the mid-800s.) Analysts have speculated that these oversights may backfire, disillusioning consumers, but the company has a very good prognosis for growth and well-researched clients are rare.

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