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Abercrombie kids (marketed as abercrombie) is an Americanmarker lifestyle brand by Abercrombie & Fitch Co. Targeting consumers aged 7–16, the concept is designed as the children's version of A&F and is marketed as "Classic Cool". The children's sized casual wear is inspired by that of A&F and made available in store and on the online abercrombiekids.com.

History

Abercrombie & Fitch introduced abercrombie in 1997 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 was intended to provide a children's image. The store prototype was as the A&F one, but with variations also intended to appeal to the younger audience. Early abercrombie model include Ronnie Smith, Cassie Ventura, Christina Akatsuka, Christian Valentin, and Lindsay Lohan.

Stores and expansion

abercrombie kids stores are designed to give off a "classic cool" effect. They are designed as "canoe stores," displaying the a similar floor layout as Abercrombie & Fitch's (the retail space is divided into multiple rooms). However, the kids prototype does bear differences. It has no louvers to cover the windows, has brighter lighting, is smaller in retail space, blasts electronic dance music and pop music from young artists, and displays marketing pictures with young models resembling those at A&F. The signature fragrance, "Phelps", is sprayed store-wide.As of 2008, abercrombie operates a total of 209 stores in the United Statesmarker. abercrombie kids opened its first Canadian store on August 21, 2008 at Sherway Gardensmarker in Toronto, Ontariomarker. Another abercrombie kids store opened at Toronto Eaton Centremarker in Toronto, Ontariomarker around the end of November. As of February 2008, there are stores in every state except for Alaskamarker, Delawaremarker, Hawaiimarker, Mainemarker, Montanamarker, Nebraskamarker, New Mexicomarker, North Dakotamarker, South Dakotamarker, Vermontmarker (Closed in 2005), West Virginiamarker, and Wyomingmarker.

On October 29, 2009, the brand opened its first flagship store in Milanmarker. It is located within the Abercrombie & Fitch Milanese flagship at 12 Corso Matteotti.

abercrombie kids goods

abercrombie kids' apparel is designed to mimic Abercrombie & Fitch clothing, and the brand carries most the styles that A&F does. Most abercrombie kids clothes that have the labeled moose on them are to resemble their parent company "Abercrombie & Fitch" but the kids signature moose is a smaller to symbolize that they are children. The trademarked term, "classic cool", is used to promote the clothing on an in-store and website level from abercrombie and it acts as the more juvenile version of A&F's slogan "Casual Luxury". The "classic cool" trade mark was retired in 2007 along with Abercrombie and Fitch's "Casual Luxury". Jeans bear the same back-pocket-stitching pattern as A&F as well as the same fits respective to sex. The logo moose is prominently displayed on clothing as is the name "abercrombie" as well as the year of establishment, "1892" (Abercrombie & Fitch was itself established in 1892, but in reality, the children's' line "abercrombie" was not started until 1997). Clothing is categorized within the "guys" and "girls" divisions. Price points are on par with those at sister brand Hollister Co.

The brand carries the following fragrance collections: "Phelps" cologne, "Chase" cologne and "Cologne 15," as well as "Emerson," "Spirit" perfume, 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 being released Christmas 2007. Chase is set to retire from stores after the Back to School 2009 season is over, however will be available on the abercrombie website until 2010. New fragrance Phelps and Emerson were released for Christmas 2008.

Future plans

Expansion

The Abercrombie Kids brand will begin its international expansion, following its sister brands Abercrombie and Fitch and Hollister Co., in Canadamarker. The first store has opened at Sherway Gardensmarker with the opening postponed by a few days. Toronto Eaton Centremarker opened an abercrombie kids store on November 26 2008. In 2009, abercrombie kids opened a location at the West Edmonton Mallmarker. abercrombie kids may soon follow the international expansion outside of North America.

Flagships

Abercrombie & Fitch has begun planning openings of non-A&F flagships for its brands in high-retail venues. The Company will open the first Hollister Co. flagship in SoHomarker July 2009. abercrombie kids will follow this trend. This opening is one of the main comminments the A&F company has for fiscal 2009.

After the opening of the Milanese abercrombie flagship, a second flagship in New York Citymarker will open in 2010. It will be located on 666 Fifth Avenuemarker, and will include 22,000 square feet of retail space. The location was the previous second flagship spot of Brooks Brothers which vacated January 31, 2009. Construction has begun and marketing has been erected on the facade. 666 is also one of the most expensive retail spaces on the Avenue. This future abercrombie flagship will be near its Abercrombie & Fitch sister flagship and such luxury boutiques as Chanel, Fendi, and Prada.

Controversy

Humor tees from the brand have always had a following of criticism and controversy. Most slogans are taken as degrading girls (e.g., "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 slogans as well: "'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 typically show off their looks ("It's better being brunette", etc.). Perhaps the most controversial of all was the line of underwear for young girls with the sayings "Wink Wink" and "Eye Candy" screenprinted on them. Parents mounted storefront protests in outrage of the sexually-suggestive underwear. CEO and Chairman of the Board Mike Jeffries said to an interviewer that he did not think the underwear to be "bad", but more so "cute."

References

  1. AF Careers
  2. Toronto Eaton Centre - Coming soon
  3. Dial, Karla. Boundless. Megan vs. A&F



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