ABERCROMBIE & FITCH

Abercrombie & Fitch: translation

   Established in 1892, the company was identified as conservative and catered to a traditional clientele. It was revamped in 1992 as a fashion-forward casual apparel business geared to young adults that, in 1998, had more than 200 stores. Abercrombie, as it is known, also has a childrenswear division. Its target market is hip, urban, and possessed of disposable income, which makes fashion purchases dependent upon acquiring a specific brand.

   See also Androgynous look; Retailer.