Abercrombie and Fitch (A&F)

Abercrombie and Fitch Website: www.abercrombie.com

Tagline/Slogan: Casual Luxury

Categories: Apparel, Fashion Retail

Products: Casual Wear, Sportswear

Founder(s): David Abercrombie & Ezra Fitch

Abercrombie and Fitch logo (moose)

When you are talking about top 10 worldwide apparel brands, most probably you would get a list with big names like Nike, Zara, H&M, Ralph Lauren and Abercrombie and Fitch. Yes! I am assuring you that it is one of the most recognized clothing brands in this world! Even the 4 other brands under the umbrella of the company are globally recognized. They are Abercrombie kids, Hollister Co., RUEHL No.925 and Gilly Hicks. What a celebrity family in fashion retail industry huh?

A Little Abercrombie and Fitch Story (Name, Logo, Slogan)

Who invented Abercrombie and Fitch? In 1892, David Abercrombie founded Abercrombie Co. which was joined by Ezra Fitch in 1900 to officially become Abercrombie & Fitch Co. as we see today. Thus, the name is not part of the many genius marketing schemes run by Michael S Jeffries when his company The Limited acquired A&F. He repositioned the company as an inspirational youth apparel retailer that appeals to the dynamic youngsters all over the world. Though the advertising and other programs incur controversy at times, the CEO’s brilliance has pulled off the “Casual Luxury” lifestyle brand and carried the name Abercrombie and Fitch all the way to the international stage.

The company is well-known for the series of sensual photographs with a beach, architectural, or mountainous setting in grayscale. That tells why Abercrombie and Fitch has an official logo of a gray moose (above logo is shown as there is no high resolution gray moose logo found in the internet). The logo has been heavily printed on A&F products including cap, fleece, logo t-shirts, underwear and others to further promote it.

Abercrombie and Fitch uses its trademark slogan Casual Luxury to deliver a sticky message to its audiences. The slogan appeal to the fans and potential customers as it tells that the company provides the finest cashmere, pima cottons and highest quality leather to produce the casual and body conscious clothing. Also, customers just need to spend a little to be able to purchase the most exclusive denim produced by the best machinery. All in all, the slogan has brought a great success to the brand in the sense that a large portion of fashion lovers in the market love but could not afford luxury brands. They resort to this casual luxury which sells high quality products, markets through professional advertising that features sexy Abercrombie and Fitch models, and above all, tagged with affordable price.

3 Reasons Why I Love Abercrombie and Fitch

The three distinct reasons I am so into this brand are:

Casual luxury. I am a fan of Louis Vuitton and Gucci too. But an LV bag or Gucci tote equals to a couple of logo t-shirts, a fleece, a denim and a cap by A&F. A full set of outfit to hang out with friends! That’s why I love the slogan and how the brand has realized that.
Sexy models. You are reading this probably because you are a fan of this brand, otherwise the business competitor. Whoever you are, you can’t deny the fact that the brand has millions of followers because of its success advertising through hot Abercrombie and Fitch models(male and female models are as sexy!), and I am one of the millions fans.
Elegant design. Of course I am not someone so superficial who follows the trend blindly. I am more of a rational brand lover who emphasizes on product quality, comfort, and design as well. The graphic design, the cutting as well as the final touch to the products suit my taste so well.