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Home  >  Fashion Labels and Fashion Brands >  Fashion Label Category A Abercrombie & Fitch Abercrombie & Fitch is a specialty retailer encompassing four brands: Abercrombie & Fitch, abercrombie Kids, Hollister Co., and Ruehl 925. The merchandise is sold in the brands' retail stores, catalogs, and online. As of 2006, the company operated 350 Abercrombie & Fitch stores in all U.S. states except Wyoming, and three stores in Canada (two A&F in Toronto and one in Edmonton and two Hollisters in Toronto). Founded in 1892, the company was for many decades mainly an elite sporting goods retailer. After many years of success, the company struggled economically from the late 1960s until it was purchased by The Limited in 1988 and revamped as a lifestyle brand. Abercrombie & Fitch aggressively positions itself as a "lifestyle brand"—a brand that embodies the values and appeal of a desirable way of living. The stores are plastered with photos of physically attractive young models, blast loud techno music through powerful speakers, and smell of the company's signature cologne. The stores are also staffed with attractive "models," young salespeople who embody the Abercrombie & Fitch lifestyle: attractive, athletic, popular, enthusiastic, and outgoing. For years, brand representatives were required to wear only Abercrombie & Fitch clothing, but such regulations have been loosened following lawsuits. The term "brand representative" is no longer used, and associates are currently referred to as "models". Added on: 26-6-2006 Hits: 4162