view transcript

1892

A&F was founded in 1892 in Manhattan New York, by David T. Abercrombie and Ezra Fitch.

A&F was an elite outfitter of sporting and excursion goods, such as expensive shotguns, fishing rods, fishing boats, and tents.

A&F outfitted Theodore Roosevelt's safari and Adm. Richard E. Byrd's expedition to Antarctica.

By the 1970s, the business was struggling with lower priced competition.

1976

Abercrombie & Fitch filed for chapter 11 bankruptcy, finally closing its flagship store at Madison Avenue and East 45th Street in 1977.

1988-1996

The Limited, a clothing-chain operator based in Columbus, Ohio, purchased A&F.

The company is noted for its use of "brand representatives" (previously called "models") for store customer service and hyper-sexualized advertising.

2008

The Great Recession battered the company's business as teenagers looked to lower-priced fast fashion brands like H&M and Forever 21.

In response, A&F has promoted more diversity among store employees and has reduced emphasis on sexualized advertising. 

Abercrombie & Fitch (ANF - Get Report) is scheduled to report before the bell on Thursday, Nov. 29. 

But the clothing-maker wasn't always the company that we know today. 

The company used to be an "elite outfitter of sporting and excursion goods."

It even outfitted legends such as President Theodore Roosevelt and Richard Byrnes.  

The store almost didn't make it today--it filed for Chapter 11 bankruptcy in 1976. However, it was saved once it was purchased by another clothing company and the focus switched to the clothing styles that we know the brand for today.

 

Watch more Behind the Label:

How Did Intel Get Its Name? Hint: Two Words Blend to Create It
Chinese Electric Car Company: NIO
Curious About the History of Salesforce? Here's What Investors Should Know
Tesla: 15 Years of Automotive History
Behind the Smile: Inside Walmart
Shopping for History: A Macy's Timeline
How Alibaba Got to Where It Is Today
From a Dorm to Silicon Valley: A History of Facebook
Behind the Stream: A History of Roku