History of Abercrombie and Fitch Abercrombie and Fitch was Co. founded in New york city in 1892 by two men named David T. Abercrombie and Ezra H. Fitch, both men where extremely interested in the out doors and eventually set up a small business retailing sporting wear and products. Their business instincts where as excellent as their standards The two men were complete counterparts to one another and eventually Abercrombie resigned and Fitch continued with other partners retaining the brand name. In 1917 Abercrombie and Fitch moved to a 12 story building on Madison Avenue. Fitch stop working in 1928 and sold his share of the company he previously owned to his brother-in-law. By 1920 Abercrombie & Fitch was selling outdoor and sporting equipment e.g. products for skating, camping, and polo etc. As well as cameras and indoors games (Gale 2006). By 1939 Abercrombie & Fitch was calling itself 'The Greatest Sporting Goods Store in the World. (Funding universe.) Net sales and income rose highly and reached their highest figures in 1929. Which then followed with a great decrease in …show more content…
Around 1970 Abercrombie & Fitch began to try and widen its customer base by moving into the outskirts but also adding cheaper products to their markets. This did help attract more customers but the timing was not right for this in the company as during the time the it began to experience financial trouble. In the year 1988 Abercrombie and fitch was bought by The Limited, which made it know as a ‘casual luxury’ (Gale 2006) brand that it is known today as. In 1992 A&F started to retail more casual clothing. After a while the brand began to expand to sub brands for example, Abercrombie Kids and Hollister. It is said that Michael Jeffrey’s is one of the reasons of Abercrombie being seen as a teen retailer. By 2000 A&F had nearly 1000 stores worldwide including its famous sub-brand