Abercrombie and Fitch, Casual Sportswear with a Racy Edge

The clothing retailer Abercrombie and Fitch continues to successfully use its A&F brand to focus on casual wear primarily targeted at consumers in the 18 to 22 age bracket. It has enjoyed a very successful run promoting itself aggressively through edgy and sometimes even suggestive ad campaigns that rely heavily on youthful and somewhat racy imagery. The teen-focused retailer has grown in stature over the years and has succeeded in becoming a giant in the clothing retail industry, its brand synonymous with American youth.

Perhaps the key element to Abercrombie’s success is its skillful focus on youthful good looks and trendiness – mirrored in the retailer’s catalog of high end imagery photographed by legendary photographer Bruce Weber. (Weber is most widely known for his avant-garde ad campaigns for Calvin Klein, Pirelli, Gianni Versace, and Ralph Lauren, as well as his edgy work for Vogue, Vanity Fair, Elle and Rolling Stone magazine).
Abercrombie & Fitch successfully operates as a large retailer of casual sportswear for men, women, and kids. The company sells Abercrombie clothing and offers knit and woven shirts, graphic t-shirts, jeans, Abercrombie hoodies and woven pants, shorts, sweaters, and outerwear under the Abercrombie & Fitch, Abercrombie, Hollister, and RUEHL brands.
Celebrities who wear Abercrombie & Fitch casual clothing include Natalie Portman, Miley Cyrus, Nicole Richie, Keira Knightley; and the Beckhams dress their sons in Abercrombie kids clothing. David Beckham was spotted bike riding with his son Brooklyn Beckham who was wearing an Abercrombie hoodie and Abercrombie kids T-shirt.