Abercrombie and Fitch (Portland, Oregon)

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Expensive Teen Store

During 1988, The Limited Inc. (now called Limited Brands) acquired Abercrombie & Fitch,[4] determined to reinvigorate the ailing brand. The Limited had been successful in rolling out new concept stores, such as Express (women's clothing), and Victoria's Secret (lingerie and beauty products). Over the next decade, Abercrombie & Fitch was carefully rebuilt as a teen apparel merchandiser by CEO Mike Jeffries.[5]

The company began opening stores in upscale malls across America in the early 1990s, targeting teenagers and college students aged 18-22.[6] The clothing consists of: woven shirts, denim, miniskirts, pleated skirts, plaid dresses, cargo shorts, wool sweaters, polo shirts, and t-shirts. The clothing produced in the 1990s was fairly consistent with the brand's preppy image and tended to be less trend-driven than today's offerings,