Abercrombie kids
From Wikipedia, the free encyclopedia
| Abercrombie & Fitch Co. brand | |
|---|---|
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| Type | Subsidiary |
| Establishment | July 1998 |
| Headquarters | Abercrombie & Fitch Co. 6301 Fitch Path New Albany, Ohio 43054 |
| Key People | Michael S. Jeffries, Chairman & CEO |
| Apparel Type | "Classic Cool" Apparel |
| Initials | a92 |
| Logo |  Moose |
| Theme | |
| Color scheme | Navy |
| Consumer Age | 7 through 14[1] |
| Areas Served |  United States |
| Store Locations | 202 (April 2008)[2] |
| Website | www.abercrombiekids.com |
abercrombie (in maketing form), or abercrombie kids (officially), is a moderately priced American lifestyle brand from Abercrombie & Fitch Co. This brand is the kid's version of the popular Abercrombie & Fitch, with a "classic cool" theme targeted towards elementary/middle school individuals aged 7 through 14.[3] Abercrombie kids offers apparel designed after the A&F "Casual Luxury" apparel but with smaller sizes and cheaper prices. Goods are sold in stores and at their website, abercrombiekids.com.
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[edit] History
Abercrombie & Fitch introduced abercrombie in July 1998 with 9 stores. The purpose was to attract a younger audience to the American Abercrombie brand. The name of the concept took the same font of its parent, but with a navy color. The abbreviation from "Abercrombie & Fitch" to "abercrombie" with lowercase letters also provides a childrens' image still affective today. The store prototype was as the A&F one, but with variations appealing to a more youthful class. Early abercrombie models include Lindsay Lohan, Cassie Ventura, and Christina Akatsuka. Abercrombie & Fitch Kids's logo is a standing moose.
[edit] Current operations
[edit] Stores and expansion
Abercrombie Kids stores are detailed to give off a "classic cool" vibe. They remain as "Canoe stores," displaying the same floor layout as Abercrombie & Fitch. However, most noticeably, the kids prototype bears stricking differences. It bears no louvers, has brighter lighting, is smaller in retail space, blasts remixed/electronic dance music from young artists, and display marketing pictures with young models. Also, the retail space is divided into three rooms (two in front, and one conjoined in the back where the cashwrap is located). The signature fragrance, "Cologne 15", is sprayed store wide (noticeable, as the scent envelops one's senses upon entrance).
As of 2007, abercrombie operates a total of 202 stores in the United States[4] and plans to expand into Canada by 2008. As of February 2008, there are stores in every state except for Alaska, Delaware, Hawaii, Maine, Montana, Nebraska, New Mexico, North Dakota, South Dakota, Vermont, West Virginia, and Wyoming.
[edit] a92 goods
Abercrombie kids apparel is designed to mimic Abercrombie & Fitch clothing, and the brand carries all the styles that A&F does. The trademarketed term, "classic cool", is used to promote the clothing from abercrombie kids and it takes up as the child version of A&F's "Casual Luxury". Jeans bear the same stiching pattern as A&F, the moose is prominently displayed and so is the name "abercrombie." Clothing is categorized within the "boys" and "girls" divisions. Price points are the lowest than any other A&F brand, made affordable for children's purchase (not to mention that also less fabric goes into the construction of the clothing). Jeans are at $59.50 USD at their highest for both boys and girls, and hoodies at $49.50 USD. Humor tees are sold with slogans. Most of these slogans refer to girls as hot, and may sometimes degrade them (for example, I'm not allowed to date unless you're hot). They also show arrogant messages or disrespectful slogans ("I will make you an all-star on the walk of shame"). They are anti-education ("I'd do your homework, but I don't even do mine, School is for catching up on sleep). Girls shirts are sold with slogans that show off their looks ("It's better being brunette").
The brand carries these collections: "Chase" cologne and "Spirit" perfume, and "Cologne 15" and "Perfume 15". The brand released the "abercrombie" cologne and perfume set previous to 2006, however, it was retired Christmas 2007. Chase and Spirit were released Christmas 2006 and were followed by Cologne 15 and Perfume 15 which were released Christmas 2007.
[edit] Future plans
[edit] Expansion
Abercrombie & Fitch Co. plans on launching 17 new Abercrombie Kids stores for the United States by the end of 2008.[5]
The Abercrombie Kids brand will begin its international expansion, following its sister brands A&F and Hollister Co., in Canada The first two stores are to open at the Toronto Eaton Centre and Sherway Gardens (both in Toronto, Ontario).[6] As A&F Co. continues to add A&F stores and Hollister Co. stores into the United Kingdom, abercrombie kids may soon follow the international expansion.
[edit] Flagship
Abercrombie & Fitch has begun planning openings of non-A&F flagships for their brands. The Company will open the first Hollister Co. flagship in SoHo 2009. abercrombie kids will follow this trend with the opening of the first ever abercrombie kids flagship on Fifth Avenue by 2010. The kids flagship will be near its Abercrombie & Fitch sister flagship and around such luxury boutiques as Chanel, Fendi, and Prada.[7]
[edit] References
- ^ http://www.abercrombie.com/anf/hr/jobs/careers.html
- ^ http://library.corporate-ir.net/library/61/617/61701/items/282723/Q108_Rev_Comp_history.pdf
- ^ http://www.abercrombie.com/anf/hr/jobs/careers.html
- ^ http://library.corporate-ir.net/library/61/617/61701/items/282723/Q108_Rev_Comp_history.pdf
- ^ Abercrombie & Fitch Co. - Investor Relations - News Release
- ^ Four Iconic Businesses: One "BRAND" (PDF). Retrieved on 2008-02-09.
- ^ Abercrombie & Fitch Reports First Quarter Results;. Abercrombie & Fitch Co.. Retrieved on May 28, 2008.
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