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I have written extensive explinations of each of the [Abercrombie & Fitch] areas, but before you read them, I wanted to say this:  I am currently an employee of A&F and enjoy my position very much.  I do not like to hear or read negative things about my place of employment, that is why I have written so extensively.  I have just graduatated from high school and yes I was the "poplular kid", no I didn't play football, but I was a "prep" and not afraid to admit it.  I believe in what the Abercrombie label stands for and that is why I purchase their merchandise and work in their store.  I was not however, just friends with people who wear Abercrombie and Hollister.  I was friends with the people I played sports with, most of whom wore Volcom, Hurley, Fox Racing, etc.  I also graduated in the top 5% of my class which contained 450 students.  This is why I wanted to clear up that not everyone who wears A&F clothing is "dumb, rich, a conformist", or otherwise.  My position at A&F is "model", which I see as a huge [responsibility].  I have to represent our lifestyle as best as possible and I do so with pride.  If you do not like the [Abercrombie & Fitch] lifestyle that is perfectly fine and [up to] you, but I do ask that you respect those who do find that this lifestyle is a way they would like to live their lives.

Abercrombie and Fitch is the most successful specialty realtailer in operation today.  The casual, classic, all-American lifestyle brand of clothing is synonymous with quality.  Although they sepcifically target college students between the ages of 18-22, their appeal is universal.

The A&F Culture is one-of-a-kind.  They design, merchandise, market - and live - the [Abercrombie & Fitch] brand.  They are their best customer.  A&F's brand powered momentum is fueled by additional lifestyle reinforcement.  Every aspect of their stores - the music, the marketing and photos, the overall aesthetic - has made the in-store experience more potent than ever.

THE BRANDS
[Abercrombie & Fitch] Co. - Established 1892
    Rooted in East Coast traditions and an Ivy League heritage, [Abercrombie & Fitch] is an aspirational men's and women's destination for an active campus lifestyle.  Authentic vintage inspired sportswear and sexy effortless style combine to create a signature American brand with timeless appeal.  Idolized and revered across campus, the A&F customer is a confident, classically stylish individual.

abercrombie
    The aspirations of youth are brought to life by abercrombie.  Distinctly cool and inspired by A&F, abercrombie is a classic American lifestyle store for boys and girls ages 7-14.  From after-school soccer to weekend sleepovers, the coolest kids in school have their own style abercrombie style.  The abercrombie kids are popular and mischievious; they play sports, hang out with their friends an pass notes to secret crushes.  They want to be like an older sibling, and everyone else in school wants to be like them.

Hollister
    Inspired by the sun-drenched spirit of California, and the surf and soul of the Pacific Ocean, Hollister is a laid-back, aspirational lifestyle destination for Guys and Girls.  West Coast attitude and colorful sportswear inspired by a life near the beach create a sexy pacific vibe perfect for the coolest kids in every high school. The Hollister kids; beautiful, carefree, and undeniably popular, they are admired and adored by every one of thier peers, the epitome of [California cool].

Ruehl 925
    The merchandise is a mix of business casual and trend fashion created to appeal to the modern-minded, post college customer.  The Ruehl concept is branded out of New York City's Greenwich Village and is displayed in the high quality clothing, leather goods, and lifestyle accessories.  The store structure is a West Village apartment and is highlighted by fine furniture, dim lights, modern art, and classic jazz music.

SOME HISTORY OF A&F
1892 - David Abercrombie Founds Abercrombie & Co.
    David Abercrombie opens his waterfront shop, Abercrombie Co., at No. 36 South Street in downtown Manhattan.  Ezra Fitch is one of his regular customers.

1900 - Ezra Fitch Buys In
    Ezra Fitch leaves his law practice to become a partner in the store, which had once again moved to larger quarters at 314 Broadway.  Fitch immediately begins implementing his innovative ideas to create a new kind of store.

1904 - Abercrombie & Co. Becomes [Abercrombie & Fitch]
    The store is incorporated and the name is offically changed to [Abercrombie & Fitch].  Ezra Fitch believed that t he furture of the business lay in expansion and in bringing the outdoors to more of the general public.

1910 - [Abercrombie & Fitch] introduces sportswear for women

1996 - [Abercrombie & Fitch] goes solo

Today - Abercrombie Stores:
    363 [Abercrombie & Fitch] stores
    176 abercrombie stores
    249 Hollister stores
    4 Ruehl stores
    792 total stores across 4 brands as of January 12, 2005

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