What brand is this dress?

Abercromby & Fitch (A&)

American local brand Abercrombie &；; Smelly cat

Introduction:

Chinese transliteration: Abercrombie &；; Smelly cat

Abercromby & smelly cat

* * * owned by Abercrombie &; Fitch, Abercrombie, Hollister, Ruehl and Ezra Fitch.

Is the first American leisure brand to set off a global fashion whirlwind, is the most popular brand among young people today, is one of the most popular brands among American college students, and is a century-old brand of 1892 founded in new york, USA. What a surprise! Such young, energetic, innovative and cutting-edge works have a history of one hundred years. Not only that, in recent years, they spread from the United States and Canada with high style, high quality and ultra-fresh style, creating new indicators of global new fashion. There are also many artists from Taiwan Province and Hongkong who like this brand. Dawn and Shu Qi even made a scene because they wore his matching clothes. Brand F caused a sensation and snapped up.

1892, a young man named david abercrombie founded david t. abercrombie Company in new york, specializing in selling high-end outdoor activities and hunting supplies. His clients are rich uncles who have no worries about food and clothing, and one of them is ezra fitch, the most loyal and successful lawyer.

After a long career in litigation, ezra fitch felt that life was boring, so he might as well sell shotguns. Finally, abercrombie, who didn't know how to refuse, was successfully persuaded to join the company on 1904, and the company name changed from abercrombie, which is difficult to pronounce, to Abercrombie, which is difficult to pronounce and long. Fitch.

However, the combination of two people is like a marriage. Everything was fine before marriage and nothing happened after marriage. Abercrombie's conservative attitude often makes him crazy about the rapidly expanding Fitch. 1907, abercrombie finally couldn't stand it and quit the company's operation. However, in order to make the company name look rap and cool, Fitch decided to keep the previous part of "Grandma's Crazy Criticism-Abercrombie" (now I know how to pronounce it)! :) ).

After that, Fitch was finally able to expand the company satisfactorily. He violated the principle that everything should be neatly put in the cupboard. The clothes and socks in the shop seem to have been used two or three times, the tent is dirty and the corner of the shop is on fire. This style has become a fashion. F remains the same. Also because of the hunting background, A &；; The F sign is an elk head.

The fire is rising very vigorously. As a result, the store not only didn't burn down, but also opened a flagship store on Fifth Avenue in New York. This shop began to sell sportswear for men and women. In new york 19 13, a&; F is the first store in new york that sells sportswear for men and women. Fitch built a wooden house on the top floor of the reinforced concrete storefront building as his residence, and there was also a fishing pond in the store for guests to try fishing rods.

Many famous people in textbooks love to use a&; F's appliances and clothes, Roosevelt's African expedition, robert Peary's Arctic expedition, Hemingway's shotgun, Hoover and Eisenhower's fishing tackle, and clark gable's clothes were all made by A&F. In those years, A&; F became the largest sporting goods company in the world.

1928, the legendary Fitch, retired after earning enough money. 1960, the company began to decline. In 70 years, American economy was depressed, A &；; F declared bankruptcy on 1977, 1992 was acquired by limited inc, and 1992 was transformed into a clothing company, which achieved great success by relying on the shabby clothing style route of college students.

In 2003, a & ampf lost a lawsuit. Employees claimed that the company forced employees to buy the company's clothes, and some people spent more than they earned. F lost $2 million.

In 2004, a & ampf lost another lawsuit of racial discrimination, and he had to pay 40 million dollars. The content of the lawsuit is a&; F deliberately created a white brand, including employees in the store who only like to use white people. Many of them once told A &；; F Asians and blacks who apply for jobs but are not admitted can get compensation (I knew from the beginning ...). Now, it's not just advertisements of a&F, there are Asians and blacks in the store, and hollister appears as a brand image of colored people. Now there is another case to report to A &；; A lawsuit is brewing. F's advertisement is too exposed (what about Victoria's secret? ).

2005 1 month, A &；; F There are 788 stores in America. In 2005, it plans to open five stores in Canada, enter Europe in 2006 and enter Japan in 2007. When did you enter Taiwan Province Province? I don't know.

Text a & amp； F In addition to the second brand hollister, we are actively developing another second brand, ruehl, taking the high-end leather bag route, with prices ranging from 0 to 0 dollars, aiming at the market of coach and marc jacobs. After the fall, we started a& a & At present, F has great momentum and determination to unify the whole country.

The history of abercromby & Fitch;

As early as 1892, David Abercrombie, an explorer and outdoor enthusiast from Maryland, founded abercromby & Ltd., a franchise company, is committed to high-quality camping, hunting and fishing equipment. At that time, the clients were mainly professional hunters and explorers, and many celebrities in textbooks loved to use A &；; F's appliances and clothes, Roosevelt's African expedition, robert Peary's Arctic expedition, Hemingway's shotgun, Hoover's and Eisenhower's fishing tackle, and clark gable's clothes were all made by F. 1900, a new york lawyer named Ezra Fitch became a partner and brought a lot of money, so the company was renamed Abercrombie &；; Unfortunately, this is a nightmare cooperation, and they rarely agree on anything. Finally, one day on 1907, Abercrombie couldn't stand this endless dispute, sold his shares and left the company he founded, but AF's performance was not affected at all and continued to rise all the way.

Mr. Fitch stressed that the interior of the store should be decorated like a camping scene, and all the supplies should be taken out as if they were in use, not hidden behind beautiful glass windows. He put a dirty tent in the center, lit a bonfire in the corner of the shop, and all the salespeople were experienced explorers, telling their stories to customers coming and going. To this day, the company is still influenced by him, using elk as its trademark. There is no doubt that all these strategies have achieved great success. By the time Fitch 1928 retired, A &；; F has become one of the largest sporting goods companies in the world.

The operation was also quite successful, one&; F maintains the leading position of outdoor sports brand, and has opened more than a dozen branches in the United States. However, in the 1960s, due to the economic depression, the company's performance went from bad to worse, and finally it was in the unsustainable A &；; F declared bankruptcy and was acquired by a sporting goods retailer named Oshman, but A & amp； F is still struggling, and there is no improvement.

Rebirth and rise

The turning point occurred in A &；; F has been acquired again, and the new owner is very important ―― The Limited Inc (now called Limited Brands), and he also owns successful brands such as Express and Victoria's Secret. Soon a &；; F reappeared its former glory, but this time it appeared as a brand of teenagers' clothing. In the mid-1990s, dozens of branches have appeared in high-end shopping malls all over the country. 1996 began to be listed on new york stock exchange, and began to withdraw from A & ampF management in A& Time Limited. Since then, A &；; The layout style of store F has been determined: as soon as I entered the door, I saw a huge elk head with their posters on the gray wall, which were basically naked young blond muscular men.

2005 165438+ 10 a &；; F completed the construction of their flagship store on the famous Fifth Avenue in new york, surrounded by luxury stores such as Fendi, Prada and Chanel. Now a&; F has about 360 branches in the United States, and opened its first branch outside the United States in Canada in early 2006. At the same time, plans to enter Europe and Asia in 2007 are in full swing.

Lifestyle, brand and constant trouble

A & ampf has always positioned them as a way of life and a desirable concept of leisure. The selected music played in the shop is shocking and exciting. F cologne is everywhere, and every salesman should carefully choose it as a brand representative-brand agent-which is actually a civilian model. Through them, this advocated lifestyle can be reflected. These children are all in their twenties. They are very athletic, attractive, open and enthusiastic, and their shapes are unforgettable.

However, in the 2 1 century, the company's resignation policy also attracted a lot of criticism. First, someone sued A &；; There are hints and tendencies of homosexuality and group sex in the magazines published by F, and then the bigger trouble comes from the racist words in their personalized T-shirts. The most famous T-shirt costs $25, with a cartoon on it: an Asian with a squint and a conical hat, and the slogans "Wong Brothers Laundry Service: Two Wong's will make it white" and "Bowls and balls-China rice and bowling" printed next to it. You can imagine how many Asian groups will sue them, but it is said that the designer of this T-shirt is Asian, so it is a hot discussion for a time anyway. But it seems that AF didn't learn any lessons at all, and then he fucked people everywhere in Virginia. A T-shirt said, "These are all relatives in West Virginia." That's not all. Another person said, "Who needs a brain with all this?" This women's T-shirt has attracted the dissatisfaction of women's rights activists. In short, they laugh at all kinds of people with their humor.

Everyone has gradually noticed the strange phenomenon that AF is almost all white shop assistants. There is no doubt that this is enough to make you appear in the dock in the United States. A considerable number of ethnic minorities reported that they were treated unfairly in the process of job hunting and were rejected for strange reasons. Finally, the company paid $40 million in compensation to those applicants of color who were rejected.

Brother brand

After the great success at the end of last century, several new brands were launched for different age groups. The initial AF was aimed at college students aged 65,438+08 ~ 22, while Abercrombie kisd was aimed at children aged 7 ~ 65,438+04, almost primary AF. Hollister aims at 15 ~ 18 students. Hollister tries to embody a California beach surfing style, but the style and material are one grade worse than AF, and the corresponding price is lower. Finally, RUEHL (pronounced rule) is aimed at people who started working in their twenties and thirties, especially young consumers who have grown up with atrial fibrillation since the 1990s. Its style is more mature, its texture is higher than AF, and its natural price has also increased a lot. What's more strange is that RUEHL has no plans to sell online, and there are only a dozen specialty stores in the United States.

Even AF itself has a mature flavor year by year, which is reflected in the launch of Ezra Fitch series, which is a customer over 22 years old. Probably the merchants themselves expect to get richer as they get older.