Word: fitch
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Dates: during 2000-2009
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...game begins the moment the doors open. Trendy music pulsates as the players emerge, clad in matching jerseys, all number 52. Itis a low-down, dirty fight to conquer fashion in the world of Abercrombie and Fitch. Clothing is just the beginning. Body, face, popularityothese are the contenders...
This potential set-up is reminiscent of the fate of the Tasty Diner, which occupied a space in the building on JFK St. where the Abercrombie & Fitch clothing store and Pacific Sunwear are now located...
...when they want more color, style and luxurious fabrics. On the fashion side, Gap stores were either slow to jump on seasonal raves like embellished jeans and Capri pants or they didn't have enough of them. Of-the-moment niche retailers such as J. Crew and Abercrombie & Fitch (see box) were grabbing the attention of younger shoppers...
...peddles clothes, but Abercrombie & Fitch sells a technicolor teen lifestyle--one of the reasons it is the brand of the moment. At A&F headquarters near Columbus, Ohio, retailing has become akin to moviemaking. The theme is popularity, and it's packaged, marketed and playing at a mall near you. Every flannel and fleece pullover is choreographed to present the appearance of effortless cool. Yes, the tag on the $59.90 paratroop pants proclaims that they've been TESTED, but that's a prop, part of the romantic retail fantasy. "You buy into the emotional experience of a movie," says...
...this point, Abercrombie & Fitch is a blockbuster. Its sales have jumped from $165 million in 1994 to an estimated $1.06 billion in 1999. Profits should reach an estimated $148.5 million. The company has expanded from 36 stores in 1992 to 230 this year. Its quarterly "magalog" has become a youth manual. In schools across America, Abercrombie is shorthand for popular. "They've shot out from nowhere to become part of teen culture," says Michael Woods, vice president of Teenage Research Unlimited. Last year kids ranked A&F as the sixth coolest brand--up from 11th, and passing Levi...