More trendy then fashionable..

About two weeks ago, ladies and gentlemen, probably the coolest store in the whole universe – ever – has its great opening celebration at Poststraße 8 in Hamburg, Germany. Thousands-no millions of people were waiting on that day, in front of that store: You could not see the name of the store, the only thing that a lot of girls were seeing that day were young, handsome, athletic men, standing in a line in front of the store, wearing pants and a red hoodie with the label: Abercrombie & Fitch.

A&F opening in Hamburg

What is so great about the clothing with that weird animal called moose on it?!

Abercrombie & Fitch (A&F) is an American retailer, founded in 1892, that focuses on casual wear for consumers aged 18 to 22. It has over 1000 locations worldwide and is still expanding. In 2010, Abercrombie & Fitch employed over 80,000 workers and registered a net income of US$ 150.283 million.

A&F is known for its racy marketing concept. It is rendered to grayscale and features outdoor settings, usually with semi-nude maled and females.

The company uses “brand representatives”, now called “models”, for store customer service. The models had been required to wear A&F clothing and are selected by an “Impact Team” in order to maintain the “company standards”.

What are these “company standards”? You might asked.

Well, the “Impact Team” members, so-called “visual managers” are responsible for forms, lighting, photo marketing, fragrance presentations and to ensure models comply with the “look policy”.

Yes, you got that right. – A look policy.

Unsurprisingly, in 2004 lawsuits have been filed against the company due to alleged discriminatory employment practices.

But why is A&F still so successful?

Obviously, selling a certain lifestyle works well. The A&F brand image is heavily promoted as an international near-luxury lifestyle concept. “It is not only about clothing and fashion; it is also about image”, said Mr. Jeffries, the CEO of A&F. The brand represents the lifestyle of casual luxury, youth, coolness and good looking models: A lifestyle-many people are seeking for.

I never would have believed that an animal such as a moose would represent that kind of lifestyle..

If you are interested to read more about Abercrombie & Fitch, check this out: