A Brief History Of A&F'S Rise And Fall: CEO Will Retire For 11 Consecutive Quarters

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Starting from the outdoor brand, it gradually became the coolest college in 90s.

Recently, A&F was accused of not providing large size women's clothing, and praised the unrealistic beauty.

The company's sales in 2013 dropped to $4 billion 100 million from $4 billion 500 million in the previous year, especially during Christmas.

Sales continued to deteriorate this year, with sales in the third quarter falling by 12%, down to 911 million US dollars.

The company's share price continued to fall, from $76 in April 2011 to $26.35.

After the news of Mike Jeffries's departure, the stock price rebounded 6.2% to $27.87.

A website in the United States tells the history of the rise and fall of Abercrombie&Fitch. This is a seemingly old, old American brand that has gone through a hundred years of vicissitudes.

A&F started making outdoor sports products.

David T. Abercrombie opened a fishing gear company in South Street in Manhattan in 1892, selling hunting and fishing tools, called Abercrombie Co..

A few years later, a well-known lawyer was also a frequent visitor to the store. Ezra Fitch bought a large share of the company.

In 1906, he officially became a co founder, and the store was renamed Abercrombie&Fitch.

Abercrombie wants to continue to make outdoor equipment, while Fitch lawyers prefer to do department stores, and the two eventually split up.

Department store in Madison street, New York

Abercrombie sold the rest of his shares in 1907, so Fitch began to build its brand into a retail store.

A&F distributed the catalogue of mail order goods and opened a 12 floor retail in Madison street, New York.

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Department stores not only sell sports equipment, but also have shooting range and golf school.

In 1910, the store became the first one to sell men's wear at the same time.

Zero shop.

The best

In 1939, A&F's brand positioning was "the best sportswear brand in the world".

Charles Lindbergh wore a A&F coat when she flew across the Atlantic in 1927.

Ernest Hemingway and Teddy Roosevelt are also frequent customers in this store.

Encountering financial difficulties

A&F also encountered financial problems during the great depression, but it soon recovered.

The company reached its peak in 1947 and continued to expand in 1950s.

A&F opened stores in Florida and San Francisco, but sales were down in 1960s because John Ewing, then president, did not want to cut prices.

Bankruptcy, changing hands, going public

A&F finally filed for bankruptcy in 1977 and was acquired by Oshman 's Sporting Goods.

Oshman opened shop in the name of A&F, first opened in Beverly Hills in California, but sales are still bad.

In 1988, A&F was acquired by The Limited Brands, and its headquarters moved to Ohio until today.

In 1996, A&F was split and listed on the New York stock exchange.

Business thriving under the leadership of Mike Jeffries

Mike Jeffries joined A&F in 1992 as CEO to succeed Sally Frame-Kasaks, former president.

Jeffries foresees that the youth market will be very hot and concentrate on making teenage clothes. Everyone at that time wants to have a A&F.