Abercrombie & Fitch's approach to marketing: Then and now

If David T. Abercrombie were alive today, he wouldn’t recognize the brand he created. What started as a sporting goods store for elite outdoorsmen turned into a luxury clothing brand for teens blessed with generational wealth. 

Abercrombie, who left the company over explosive disagreements with his business partner Ezra Fitch, would have loved that the Abercrombie & Fitch brand continued to cater to elite classes for many years after his departure. When Ezra Fitch became convinced that the secret to company growth was to make the outdoors more accessible to the general public, Abercrombie sold his shares rather than dilute his brand for the casual outdoorsman.  

At the same time, Abercrombie may not have known what to think about the shirtless models manning his stores, the sexy ads, and a thong for young girls with the words “eye candy” printed on the front. (For one, Abercrombie was already dead when the first thongs made their appearance at the World’s Fair in New York City.)

No matter what Abercrombie would have thought about Abercrombie & Fitch’s past and current incarnations, he would have certainly enjoyed learning about the death and resurrection of a brand that just won’t give up. Keep reading to find out more about Abercrombie & Fitch’s peculiar history of success, failure, and controversy.