| When we talk of fashion and fashion clothing the first | | | | third is ‘RUEHL No. 925 which uses |
| name that comes into our mind is Abercrombie. One | | | | “Greenwich Village” as its theme. This line is |
| of the oldest fashion houses in the world | | | | meant for age group of 25 to 35. Leather purses and |
| Abercrombie had got its fame for designing some | | | | bags for women also come under this brand. The |
| rugged sports and camping gear wear way back in | | | | latest concept from Abercrombie is ‘Gilly |
| 1890s. The founder of the Abercrombie brand was | | | | Hicks’ using “Down Under” theme. It |
| David Abercrombie who started Abercrombie Co. By | | | | consists of lounge wear and underwear for women. |
| 1900 Abercrombie was joined by Ezra Fitch and | | | | Abercrombie & Fitch has a huge range of |
| became Abercrombie & Fitch Co. | | | | apparels for both men and women with accessories |
| Till 1960s Abercrombie & Fitch was producing | | | | like bags, sandals, and hats. Abercrombie has wide |
| hunting and fishing apparels and gears. Its high quality | | | | range of men’s products from hoodies and |
| product was extremely popular with men. Some | | | | jackets to sweaters. The jackets come in mostly |
| famous names like Teddy Roosevelt, Charles | | | | khaki, olive, grey, and navy. They could be with or |
| Lindbergh, and Ernest Hemingway sported | | | | without fur collar. Hoodies come in attractive stripes |
| Abercrombie & Fitch brand. Hunting as a sport | | | | and plains. The jeans are denim in black, blue, or khaki |
| lost its popularity by 1960s and Abercrombie & | | | | with worn out or faded look. Shorts for men include |
| Fitch had to recreate its product line. After a few | | | | plain or flowery prints with belts or strings. They |
| setbacks, by 1992 Abercrombie & Fitch bounced | | | | have smart lounge pants with strings and brightly |
| back with a complete new clothing line which | | | | colored T-shirts with Abercrombie logo. |
| appealed to the younger generation and young adults. | | | | As with men Abercrombie comes up with a range of |
| It came out with exclusive garments like logo | | | | women apparels catering to the young generation. It |
| T-shirts, cargo pants, and accessories which became | | | | has women’s coats, dress, hoodies, jeans, pants, |
| a style symbol and a must- have in the wardrobe of | | | | polo, T-shirts, tops, and skirts. The jeans and skirts |
| young people. The stores too became an attractive | | | | have the typical rugged and worn out looks. The |
| place to visit with blaring popular music and trained | | | | jeans are low waist with skinny fit or flare. The skirts |
| sales staff. | | | | are mini with fleece glitter or plain look. Polos and |
| Abercrombie & Fitch apart from its original | | | | t-shirts are available in all colors with Abercrombie |
| concept are now classified more or less on the basis | | | | logo |
| of age and are marketed through its subsidiaries | | | | Abercrombie and Fitch offers accessories like bags, |
| which work under the Abercrombie brand. The first | | | | belts, bikinis, footwear, and hats. Abercrombie & |
| one is ‘abercrombie’ which uses ‘classic | | | | Fitch is more than a fashion statement; it is a life |
| cool’ theme and caters to age group of 9 to 14. | | | | style adopted by the young generation. It has stores |
| The next is ‘Hollister Co’ with “So | | | | in Canada and coming up with European outlets. They |
| Cal” theme catering to age group of 16 to 25. | | | | have millions of customers ready to buy their |
| Under this it also offers personal body care line. The | | | | apparels with sophisticated Abercrombie logo. |