Abercrombie and Fitch Co.:
Company Background:
Abercrombie and Fitch was established in 1892, in New York City by David T. Abercrombie and Ezra Fitch. The original Abercrombie and Fitch establishment was a small retail store and factory that manufactured camping and outdoors equipment in Manhattan. ... Abercrombie and Fitch not only outfitted wealthy people but some of America’s most notable historical figures as well. Abercrombie and Fitch equipped people such as Ernest Hemingway, Teddy Roosevelt, Gerald Ford, Amelia Earhart, Clark Gable and many others. ... but Oshman’s discovered that the
demand for much of Abercrombie and Fitch’s unusual and expensive merchandise had dried up leading the company to declared bankruptcy in 1997. ... and leadership of CEO Michael
Jeffries the Abercrombie and Fitch name has become one of the strongest retail corporations in the United States.
Target Market:
Abercrombie and Fitch claims to be targeted to college aged men and women 18-24 years old, but it appears that its marketing is aimed at all teens in general.
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