Analysts Deliver, A&F is Back in the Game!

An ad for discounts in the women's division at Abercrombie & Fitch

Okay, let's face it. Abercrombie & Fitch has had some pretty sucky months on the financial rollercoaster that has become the world economy. Since the inception of the ever annoying late-2000s economic recession, the Company's strong grip on the domestic market (in the USA) has slackened. Meanwhile, the international store openings have reaped up heavy profits. What is the problem on the home turf? We want something more than the same (although I don't complain myself, really). So that is what A&F decided to do...satisfy the fans with something quite unlike anything else. Drumroll, please...Discounts. BAM! Yeah, the Company finally decided that discounts are better for it since the original plan of "hold-our-pride-by-continuing-high-prices-and-no-discounts-in-a-tough-sales-environment" failed.

Well, I respect the pride and see it their way as well, but as the old cliqué goes, "Tough measures call for tough calls" (Ahem, the closure of RUEHL). People honestly began to flock somewhere else, and you can't blame them: It has been tough times, indeed, for many. Even I had to cut back some on my A&F spending budget. And so Back-to-School comes along, and we are introduced to the A&F Screen Test along with its partner-provocateur A&F Quarterly and a wave of discounts on all jeans! Did I mention the Screen Test that'll "spark a flint to the stars?" This is honestly A&F at its desperate best and the result is an unforgettable season unlike any other!

With these newbies, Abercrombie & Crew - catchy name for the family, don't you think - is getting back on top of its aesthetically-and-fashion-challenged competitors. BMO analysts (and numerous others) see the Company with its neck high above the water as it "outperforms" itself by bringing back the traitor consumers who left it for cheaper bargains.

Going Latin: A&F to Open in Puerto Rico

The prototype A&F facade which will be applied to the upcoming San Juan store.

Abercrombie & Fitch will set sail off the American coast to open it's first ever Latin America store in San Juan, Puerto Rico! Oh, que lindo! The 10,000 square foot store will be located in the Plaza Las Américas mall (and is to be found on the first level). It will open in December 2010 - all recent store openings have occured around this time of the year - during the company's profitable Christmas fashion season.

RIP: Returned Undies Get Shredded at Gilly Hicks

'Down Undies' by Gilly Hicks

Call me naïve, but I always wondered how women tried on underwear in stores. Do they go back on shelves as if nothing? I had no clue what happened to tried on undies until very recently. There is a curious practice going on at Gilly Hicks, the cheeky cousin of Abercrombie & Fitch. Undies are not allowed to be tried on in store, but Gilly Girls can try them on at home and then return the undies to the store where associates put them away for shredding.

What difference does it make, then, if they are tried on in store or at home? They are still going to be shredded, so they might as well be tried on in store. But the thing is, then everybody would be running in and out trying on everything, every time - oh, the slaughter of undies that would then ensue! So the current policy does make some sense in that it makes the consumer more careful on selecting a size (eliminating the constant runs to the changing room). On the other hand, however, it is down right wasteful! Why not simply introduce a non-refundable policy on them? Since the consumer is already more likely to purchase the right size in the first place…food for thought.

New 'A&F Quarterly' is a Proud Symbol of Globalization for Abercrombie & Fitch

The cover of the new 'A&F Quarterly' instores now!

Long gone are the days when Abercrombie & Fitch used to be a label exclusively for the American youth. Today, the Company is a major international tour-de-force now operating stores in Europe and Asia as well: The presence of the company in the global market is ever growing and growing… On 17 July 2010, the A&F Quarterly made a beautiful return as a part of the Back-to-School 2010 marketing campaign themed ‘Screen Test’. Like everyone who was lucky enough to get their hands on a copy, I had my eyes glued to it as I turned page-after-page of pure, blissful Abercrombie-ness. My mind was focused on nothing else as it tried to analyze every aspect of Bruce Weber's coveted A&F photography.

When I finally did get my brain to start thinking normally again – that took a while, am I right people? – I got to thinking that there was more to this Quarterly than meets the eye. What makes this edition of the Quarterly stand out above its precedents is not the abundance of butts, breasts, and chiseled abs. On the contrary, it is the fact that this 2010 Quarterly is the first to be sold on a global scale. I mean, people around the world got to enjoy this beauty simultaneously! The plastic wrapping was stamped with a label, warning consumers of the wonderful adult content inside, in English, Italian, and Japanese. The back also features prices for the edition in six global currencies! So all-in-all, you have in your hands - it is a pity if you don't - a symbol of the 21st century globalization of Abercrombie & Fitch!

I know it will be hard for you guys to keep that A&F Quarterly in pristine condition, with you all drooling over it as I expect. But seriously, try having some self-control (I known it'll be hard), and try to conserve for yourself a little piece of Abercrombie & Fitch history...

After Taking Over Japan, A&F Plans An American Invasion of China

People croud in as the doors open to A&F Ginza, the brand's first Asian location, on 15 December 2009

Now that Abercrombie & Fitch has established itself as the coolest shop in Japan, the question remains, “When in the world will it open in China!” This is a question often pondered by the mass of Chinese demand awaiting an opening in the country. As of now, China is the world’s third largest consumer of luxury goods (trailing behind the United States and then Japan). Never mind that! The nation is experiencing an ever increasing number middle and upper class consumers, a result from the ongoing economic growth of the People’s Republic of China: The nation’s economy recently made history when it became the second largest economy in the world, dethroning Japan. Taiwan, officially named the Republic of China, and found of the coast of mainland China, is also on the high-demand list.

The Company has expressed interest in opening in China in the near future. So far, plans are not for flagship openings. The brand will initially open in malls, with the first Abercrombie & Fitch in China possibly opening in Shanghai. This is my prediction: expect an opening before 2015, and another one in Taipei, too.

Refer back to this blog as I keep you posted on further developments…

UPDATE (15 August 2011): A&F Hong Kong will open doors in 2012 - the first ever A&F location in China!

Once Upon a Time, When the Blazed Trail Crossed the Boulevard...

Inside the historical 1909 Abercrombie & Fitch catalog. Oh, how fashions have changed!

Let us take a walk down memory lane... Before the electronic dance music blasted on, there was a very different ambience over at Abercrombie & Fitch. We arrive outside a behemoth of a store where a sign proclaims, "The Greatest Sporting Goods Store in the World." As we walk in, don't be shocked by your surroundings (where rifles and gunpowder abound) for this is Abercrombie & Fitch. That is, Abercrombie & Fitch in 1917 on the corner of Madison Avenue and East 45th Street. Ladies and gentlemen, we are standing inside the sporting goods store of choice for Manhattan's elite. Oh yes, and a very revolutionary, recognized, and upscale one indeed. For whatever hunting excursion to sporting event, Mr. Ezra Fitch has got the perfect equipment for you! Ask him yourself. He is standing over there next to the camping display set up for your admiration. Now, let's move along up the stairs - CALM DOWN! You can get his autograph LATER! - where you'll catch glimpses of the latest fashions in sportswear...Yup, fashion, not the boring mess offered at other places in town. In what else is an Upper East Sider supposed go dressed in while going on an African safari! We make our way up the to the rooftop (after passing by that charming professional golfer), where a gorgeous view of 20th century NYC spreads beyond...and - well look at that – there is a pond full of fishy…fishing in the middle of New York City! Wow!

Swipe into 'Casual Luxury' With the A&F Credit Card

Abercrombie & Fitch has it all for you...from signature flip-flops to the A&F Credit Card. You heard right, there is even an Abercrombie & Fitch credit card to swipe your dreams into reality! Quite honestly, it could be the best investment you could make for yourself. It is a great way to build up credit when in college. Hit up Abercrombie & Fitch, swipe that beautiful card on through, and put aside money that covers your purchase. Simply pay your statement before the end of each cycle.

To learn more: click on the title above. Remember, shop smartly!

A&F Offers RUEHL-esque Handbags

The Abercrombie & Fitch handbags collection (featuring 3 here), price range: $90-$340 USD

Still suffering from post-RUEHL depression? Trust me, you are not alone. It was really sad to see such a beautiful concept go! Here is something to get you in a cheery mood...Abercrombie & Fitch has now been offering a handbag collection, a first for the brand - RUEHL was the first A&F brand to offer leather goods. The collection takes on the previous RUEHL designs for womans handbags which were honestly quite popular. Ali Larter, Katherine Heigl, Minka Kelly, and Vanessa Ann Hudgens were among the celebrities who adored the goodies! Oh yes, go strut out looking FIERCE with an A&F bag (while reminiscing the days when you RUEHLed No.925)!

Call Backs Are Here for A&F Screen Test

Camille and Lukas for A&F Sreen Test in 'Call Backs'

A&F Screen Test is heating up! Check out the new 'Call Backs' film featuring the uber-sexy Camille, Lukas, and many others as they get things very interesting indeed! It is a beautiful montage of romance, homoeroticism, flirting, and just pleasurable showing-off ...There is also a little cat named 'Rufus' who, from the looks of it, is apparently going to steal the show! Check it out!

Paris Gets Fitched!

This is beautiful! Abercrombie & Fitch will open a flagship store in Paris in 2011! The store will be located on the Avenue des Champs-Élysées, one of the most prestigious and expensive streets in the world. Champs-Élysées is so important to the French that the very national government regulates operations on it, and it only admites companies that it deems on par with the upscale image of the Avenue. Now read this: The French government even banned H&M from opening here, but completely gave Abercrombie & Fitch the go-ahead to open up residence at No.23...hmm. 'Casual Luxury' indeed!

So here are the stats: Entrance price was marked at €2.2 million ($2.7 million USD), with an annual rental fee of €3.3 million ($4.1 million USD) not including tax and additional charges.

A&F Copenhagen Opening November 2010

The current facade at Købmagergade 11, Copenhagen.

It's been awaited for quite a while now, and the Danish are getting impatient. But the date has now been set everyone...A&F's Copenhagen flagship store will open in November of this year! Located at Købmagergade 11, a historic 16,000 sq ft (1,500 m2) building featuring neo-classical Danish architecture. The interior is designed by Seldorf Architects - head designers of all A&F flagships - is sure to be as awe-inspiring as every other A&F flagship has been!

New A&F bags Now Out!!!

Justin Hopwood for A&F 'Screen Test' on the brand's newest bags

Do you collect the iconic and coveted shopping bags given out hording the goodies you purchase at Abercrombie & Fitch? Who doesn't, right! Well, here is a new bag to add to that ever growing and proud collection of yours. The bags feature main marketing model Justin Hopwood for A&F Screen Test back-to-school 2010.

Trying to get the upper hand against competitors, A&F and HCo. offer best Bargin to the best Butt

It's Back-to-School and the price wars among retailers is picking up the heat! I would get my butt into your nearest Abercrombie & Fitch and Hollister Co. stores soon people, especially if your butt is really nice! Why? Because all jeans and jeggings are on sale for 40% off! This is unheard off from the most upscale youth brands! And that's not it...here is where your nice butt comes in... Now, seriously, if you think your behind looks hot in A&F or HCo. denim, than take a picture and submit it to the respective brand's page on Facebook where fans will vote on the sexiest 10 men and women. A&F will put you in an upcoming movie, while HCo. will actually give away a vintage SoCal surf bus to cruise in down the beach!

...and you are still sitting here because? Get going! :)

Abercrombie & Fitch Plans on Closing 110 Stores by the End of 2011

Now, don't panic people! The stores that are being closed are located in small malls and have always reported somewhat satisfactory revenue. Over all, the brand is performing well as it navigates through the annoying mess the late-2000s economic recession has made. American sales are kinda sluggish, so the company is focusing on opening international stores instead which have been brilliantly successful! Stores up the hierarchy (like flagships and locations in high-volume malls) are in fact overperforming!

Brits Rejoice! Gilly Will Open Up a Shop in Posh London!

The opulent décor found inside Gilly Hicks stores

Gilly Hicks, the cheeky cousin of Abercrombie & Fitch, is making her way across the pond to open her first ever international shop in London. Now if you don't know - shame on you if you don't - A&F first opened GH back in January 2008 to brilliant success. Since then, the brand has gained a faithful following of so-called 'Gilly Girls' in the United States. But now, with the A&F London flagship being the coolest palce in town, the Company wants to make things interesting and plans on offering up a little American "Sydney-sensibility" to the UK. The upcoming GH store will not be a flagship, but a mall location offering up Gilly's cute bras and 'Down Undies' in a 5,000 square foot space. Should the store reap up loads of Pounds (and you can bet your sweet Abercrombie butt it will) another shop will open up in another London mall within months. So there you go A&F Girls in the UK, now you too can be a sexy Gilly Girl soon!

Stay tuned for more news to come! :D