What is the difference between abercrombie and abercrombie and fitch

It was founded in and it is a comparatively smaller subsidiary of the group. It was designed to be the kiddie version of the company it is based on. Hence it was designed to produce products with the same quality as the original company, but for a much smaller and younger buyer group.

Having such a young and uniform age group, the product design and styling is not as varied as the other sister companies of the group. It is one the biggest clothing retailer in America and is among the top five clothing brands, focusing and creating products for the teenage market.

Hollister, similar to its sister companies, makes products for a specific market. Although equally popular and prevalent, there's a sense they're also interchangeable. When you burrow down, aren't the clothes basically the same preppy, expensive variety in either store? In , Jeffries stepped down.

By , what was once a teen status symbol became America's most hated retailer. The underlying reason is simple: the brand became cool again. And it doesn't look like the Abercrombie of yore. The shopping experience is also different: scrolling through the Abercrombie brand's website today is a much brighter experience than strolling its low-lit mall stores.

The colors and fonts are light and breezy. The clothes are casual, familiar, and brand-agnostic now that they're mostly free of the iconic moose logo. The floral dresses and ripped jeans are photographed against a white background and worn by models diverse in both size and ethnicity. This new vibe places Abercrombie on the fashion spectrum between Reformation and Mango.

The rebrand seems to have been in the works since shortly after Jeffries' departure. In , Abercrombie's former executive chairman, Arthur Martinez, told Insider that the brand wanted to appeal to an older demographic, subsequently toning down its once sultry ads.

While the brand's old style may have spoken to its predominently teenage customers, Abercrombie has "been trying to attract older youth and young professionals with casual wear," said Jonathan Treiber, cofounder and CEO of management solutions company RevTrax.

Boss agreed, noting that the canny update of both Abercrombie and its sister brand Hollister has carved out separate niches for the digital consumer in their mids and the teen mall shopper , respectively. A company spokesperson confirmed these observations, stating that Abercrombie seeks to cater to "global young millennials" while Hollister is the "quintessential brand of the global teen customer.

By December , Jeffries retired. After his departure, Abercrombie began to transform its image and ethos. Instead of excluding those who didn't fit Abercrombie's style, the company adopted a more inclusive attitude. In April , Horowitz laid out a four-prong vision: redesigned stores that are open; a more responsive supply chain; a seamless shopping experience online and off; and more targeted marketing spending, including an improved loyalty program.

If you haven't been paying attention, the company might be unrecognizable.