Abercrombie & Fitch is a well-known clothing brand that has been around since 1892. Striking marketing and specific advertising expressions lifted the brand from a dull (and bankrupt) company to a global brand with flagship stores in places such as the Champs Elysées and Fifth Avenue. But risen high, fallen low. A&F’s image was long based on beautifully built young men and was mainly a success among gay consumers. How did this come about and what happened?
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