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Abercrombie Clothing: From Businessman To Teen With Abercrombie Clothing

History of Abercrombie and Fitch:Abercrombie and Fitch is the name most often associated with teenage fashion and only few people know that its first collections of Abercrombie clothing were designed with wealthy businessmen in mind.The company specialized in this type of clothing for a long time and hadn’t stopped until the buyout in 1988 by The Limited, owner of the Victoria’s Secret. Under new ownership, Abercrombie clothing changed its profile. The company started designing clothes for well-off teenagers from the suburbs. Soon it became one of the most popular brand names in that part of the market. Its clothing line became the choice for most high school students.

But quickly after reaching the top, Abercrombie and Fitch fell down. When in 1999 the company became independent, Abercrombie clothing started to be advertised in an extremely aggressive way.

The company started publishing its infamous“Quarterly Catalogue” containing a flat-out pornography in addition to the recent fashion offers. While Abercrombie used sexuality in the advertisements from the very beginning, until that time it never used pornography.

The results were easy to predict.

The move quickly proved to be a disaster, as many teenagers’ parents turn their backs on the Abercrombie clothing and decided to buy clothing from the company’s competitors.

It resulted in over 13% drop in sales and after almost four years forced Abercrombie to close the “Quarterly Catalogue” and resign from aggressively sexual advertising. But it is certain that regaining Abercrombie’s previous position on the clothing market will take years or even decades.

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