The History of Abercrombie Clothing
Abercrombie clothing has become world famous thanks to its unique and stylish menswear. The name of Abercrombie is one of the most inspirational names in this industry as buyers experience the hottest teen style in sports and casual wear. This leading selling clothing brand has earned its popularity among teenagers and college students because of the trend setting styles Abercrombie clothing offers to the youth of today.
Abercrombie clothing has one of the longest histories in designer menswear history. Abercrombie & Fitch Co. has existed since the 1900’s. The company produced retail sporting and expedition clothing and it was known both in Europe and in the United States of America. It sold designer menswear that addressed all kinds of sports lovers. This approach helped the company earn itself the name of “the biggest sporting clothing company in the world” in the late 1930s.
The early Abercrombie clothing was famous all around the United States. The company owned a six stores and they sold designer menswear for every type of sport: from shooting, tennis, basketball, to camping gear and useful articles about sports. The marketing campaign was incredibly innovative for those years. They hired experienced outdoor men who had nothing in common with designer menswear. Their job was to talk about sporting activities and to present the use of the equipment. Clients showed interest in their products.
Abercrombie and Fitch were successful. Their name on the designer menswear market was known by many celebrities, from artists to politicians. Katharine Hepburn, Greta Garbo, Clark Gable, Charles Lindbergh, were all clients of the reputed designer menswear shop. The famous Ernest Hemingway bought the gun with which he committed suicide from the same store. Even president Theodore Roosevelt is said to have bought Abercrombie clothing for his leisure activities.
The decline of the business began in the late 1960’s. The first major event happened in 1928 with Fitch selling his shares of the company and withdrawing from the main scene. Although the company had shops in almost every major city in the United States of America, the company went bankrupt in 1977 and was shut down until the 1990s.
The designer menswear seemed a profitable business for ‘Limited Brands’. Abercrombie clothing was reinstalled on the market by this company who saw in this investment the great success it is today. CEO Mike Jeffries is the one whose imagination didn’t fear the past of Abercrombie clothing and made a huge step in the designer menswear industry.
Fashion addresses different kinds of persons, with very different budgets. It is very difficult for a company to address only one targeted audience. However, Abercrombie clothing with its unique young and fresh style has convinced people all around the world to buy sporting clothing for many outdoor activities.
Abercrombie clothing promotes a lifestyle. The characters of the commercials are young, full of life and very energetic. They don’t talk about fashion, but are concerned with having fun and playing sports. The values of the company are presented in the commercials and reflect the healthy life and the admired outdoor activities. The company offers the chance to become young again, to love and to live moments of happiness with friends in the middle of nature.
Its success in the United States of America is huge and popularity in the UK is close behind. Its name is found among the biggest names in the history of the fashion world. The company has stores all around the country. It produces sporting clothes not only for men, but also for women and children. The clothes are cozy and trendy. The customer of Abercrombie and Fitch will always feel attractive and outgoing and will be convinced that life is worth living with maximum intensity.
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