In 1892, Mr. David Abercrombie started his own business with a new company that named after his own, David. T. Abercrombie. The company is a supplier specializing in clothes for the outdoor activities like hunting and fishing. It aimed at the up-class who could afford such expensive entertainments. In 1990, Mr. Ezra Fitch joints the company and started a plain of re-positioning. After a lot of twists and turns, David Abercrombie left the company and Mr. Fitch renamed it as "Abercrombie & Fitch" which is very long and tricky and hard to memorize, but on the other hand, kind of cool.

A&F is an authentic American brand. It's born and raised in the US, so its essence is the high-quality classic American clothes with a young spirit. Its main products are casual coats for men and women, sport-wears and underwear, also some its logo is a North American reindeer with giant antlers.

The interesting part about A&F is that its designs and styles changes every season. The advertisements of A&F are closely connected to the popular music and sports that are pursuing by the youth. There are five sub-brands under the main brand A&F, which is Abercrombie & Fitch, Abercrombie Kids, Hollister, Ruehl and Ezra Fitch. Each one has its own client bases.

Divided by ages, Abercrombie & Fitch specializes in the colleges students ranging from 18 to 22, while Abercrombie kids aims at the young kids between 7 and 14. It's basically a small version of Abercrombie & Fitch. The customers of Hollister are usually students from 15 to 18, high school kids basically. Hollister emphasizes the unique characteristic of each individual youth, exactly what the teenagers are looking for. The designs of Ruehl are much more expensive than the others, because its aiming customers are those between 22 to 30 with successful careers and high incomes.

As it grows more and more popular and famous, the prices of the A&F products grow at the same time. But there also some low-price but high-quality and very faddish clothes for young people, if you can't afford an original A&F, then find something in Hollister, the price is relatively lower but not the quality.

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