Abercrombie & Fitch Men's Fashion Brand

Abercrombie & Fitch is an American retailer that focuses on upscale casual wear for young consumers, and its headquarters are in New Albany, Ohio, a suburb of Columbus. The store name is also the company brand - the name over the door and the name on the label are the same thing. The company operates two other offshoot brands: Abercrombie Kids and Hollister Co.

The Abercrombie & Fitch brand image is heavily promoted as an international near-luxury lifestyle concept. The company began cultivating an upscale image after the 2005 opening of its Fifth Avenue flagship store alongside Prada and other upscale retailers - a flagship planted among luxury names as a deliberate statement of where the brand intended to sit. That positioning is the frame for everything else about the men's range: casual clothing, presented and priced as something closer to luxury than to the mall mainstream.

Casual Luxury: The Trademark

Having for years used high-grade materials in the construction of its merchandise, and pricing them at "near-luxury" levels, A&F introduced the trademark Casual Luxury as a fictional dictionary term, with multiple definitions such as "[using] the finest cashmere, pima cottons, and highest quality leather to create the ultimate in casual, body conscious clothing," and "implementing and/or incorporating time honored machinery ...to produce the most exclusive denim..." Those quoted definitions are the brand's own words for its men's offer: cashmere, pima cotton and leather at the top of the casual wardrobe, and denim made on time-honored machinery.

This upscale image has allowed A&F to open stores in international high-end locations, and to further promote the image by pricing its merchandise at almost double the American prices in those locations. Read together, the facts describe a single strategy from three sides: materials that justify a premium, a trademarked phrase that names the premium, and flagship and international pricing that performs it. A shopper researching the men's brand should judge a garment against that stated standard - the finest cashmere, pima cottons and highest quality leather in the trademark's own terms - because those are the terms the brand set for itself.

Buying Genuine Abercrombie & Fitch

The only way to ensure you are purchasing genuine first quality gear is to visit one of their namesake stores or to visit their online store. For a list of these locations please visit Abercrombie.com and use the "Find a Store" tab, and to purchase genuine Abercrombie & Fitch gear online visit their website, Abercrombie.com; from anywhere in the world this site will direct you to your country specific site. The official site is linked in this page's References.

The rest of this page points onward to the wider directory - the Men's Fashion Brands index, the popular fashion brands, the fashion designers section, and the shopping, retailer, wholesaler, buyers and news areas, together with the brand's financials and news links - in this page's navigation and More to Explore list. The profile in brief: an American retailer of upscale casual wear for young consumers, headquartered in New Albany, Ohio, with a Fifth Avenue flagship from 2005, a Casual Luxury trademark, and two offshoot brands, Abercrombie Kids and Hollister Co.

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