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Abercrombie and Fitch is the mother brand of the A&F Company, which includes Hollister co., Abercrombie Kids, and Gilly Hicks.

A&F hires and recruits good looking, attractive, young people (usually college students) as “models” to work at their stores. When recruiting, they look for All- American girls that are slim/ slender, have a pretty face, and look "effortlessly beautiful" -- girls that are all-natural, meaning no make-up or only minimum, natural make-up is permitted. Guys should be All-American, have a strong jaw, build/muscular, tall, good looking. Personality-wise, they look for cool, outgoing people. The "popular kid in school" is what they want. "Models,” previously known as Brand Representatives, aren't real models. They do the same tasks regular sales associates do, such as cleaning, folding, fitting rooms, etc. A&F floor models are called models because they are the only advertisements for the brand, which entail them to be considered "models." A&F doesn't make any commercials, nor do they advertise.

Abercrombie and Fitch is a trendy brand that targets college students ages 18-22. Abercrombie and Fitch is expanding internationally, opening in big cities with big population to better promote its popularity. A&F is club-like: dim lights, good loud music, good looking staff, and nice, casual clothing – why wouldn’t cool, young people (the target customers) want to come here? Truth is: The stores help attract attractive, young people.

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