October 24th, 2008 by Maphia

Starting as a hunting-and-fishing-supplies company in 1892, Abercrombie and Fitch is now operating as a retailer of luxury American clothing company. Currently, this lifestyle brand includes among its subsidiaries its flagship brand Abercrombie and Fitch, Abercrombie Kids, Hollister Co., RUEHL No. 925, and Gilly Hicks. It currently operates in stores in the US, Canada and the United Kingdom and plans to open stores in Japan for its Asian expansion and in Venezuela for its South American expansion. The company manufactures casual apparel for men, women and kids and offers sportswear gear, shirts with graphic designs and bearing its visible brand name, fleece, jeans and woven pants, shorts sweaters, and outerwear. Its other subsidiaries also sell intimate apparel for women such as bras, underwear, and personal care products.

Outdoorsman David Abercrombie started the company by selling high-end fishing rods and safari gear and then a devoted customer Ezra Fitch joined him later. After the company’s profits declined, it closed in 1977 after filing for bankruptcy and then later on bought by Oshman’s Sporting Goods, now Sports Authority. The buyout also did not bring in any profits to the company. Later on, the company would be sold to Limited in 1988. Everything then changed under the new owner when he revolutionized the brand with trendy clothes that easily captured the young crowd. By 1996, Abercrombie and Fitch expanded rapidly and already had 105 stores and sales that reached $236 million.

Despite getting under fire for lawsuits involving racism and discrimination in its workplace as well as eliciting protests on sexually suggestive designs on some of its shirts, the company continues to rake in profits and even outperforming its competitors. After opening its stores in Canada and Europe, its Asian and Latin American expansion hopes to make it a global brand with its success focused on its catchy logos, status, and looks that capture the spirit of the young generation.

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