httpAbercrombie & FitchAbercrombie
& Fitch is one of the most visible and innovative retailers of
clothing
in the United States. In the 1990s, Abercrombie & Fitch
was recognized as a trendsetter for young people, competing with other
youth-oriented companies such as J.Crew (see entry under 1980s—Commerce in volume 5), American Eagle, and Gap
(see entry under 1960s—Commerce in volume 4). One of Abercrombie &
Fitch''s innovations was the "magalog": one-part magazine, one-part
retail catalog. The Abercrombie & Fitch magalog sparked national
controversy in 2000 when its photo spreads featured scantily clad
models. Competitors generally follow Abercrombie & Fitch''s lead in
such marketing devices.Abercrombie & Fitch is perhaps best known for eye-catching
clothing such as its famous paratrooper pants. The
company racked up a
staggering $1.06 billion worth of sales in 1999. Abercrombie &
Fitch started life in 1892 as a supplier of outdoor gear for the
wealthy and famous. Since the 1990s, the company has concentrated on
defining cool, rugged clothing and accessories for teens.