Brand Profile

Abercrombie and Fitch:

> Brand History:

- Founded in 1892 by David Abercrombie

- Originally an outdoor speciality retailer selling high quality hunting, fishing and camping gear.

- Initially Abercrombie and Co. but becomes Abercrombie and Fitch in 1904 when Ezra Fitch becomes a partner.

- Includes other brands - Hollister for teens and Abercrombie kids for 5-14 year olds.

- Focuses on upscale casual wear.

> Culture and Values:

- "The A&F community is welcoming, inclusive and diverse. We celebrate individuality and uniqueness. While responsibilities may differ, respect is distributed equally, regardless of title. There is a warmth here that is worth protecting: we are committed to taking care of this place and each other. We take this ethos with us no matter where we are in the world. We are in this together. Everyone has a place and a voice around our fire."

> Mission statement: 

- "We are committed to providing comfortable and long lasting clothes that look good. At Abercrombie and Fitch, we are committed to increasing diversity of our human resource management all over the organization."

Abercrombie and Fitch's 'Do it in denim' campaign