Abercrombie & Fitch started out making rough and ready outdoor clothing, sporting and travel gear. A far cry from the delicate fragrances and fast fashion megastores that the company is responsible for today.
Started by friends David Abercrombie and Ezra Fitch in 1892, the brand has unbelievable longevity, and their success shows their ability to pivot and change business models quickly. No better example of brand diversification exists. Now, instead of travel and sporting gear, Abercrombie has a hand in kids clothing, lingerie, teenage wear (Hollister) and the preppy clothing of Abercrombie itself.
The initial Abercrombie & Fitch perfume was Woods; a 1990 effort for men that was heavy on the citrus, herbs and yep, you guessed it, wood.
It was followed by Fierce, the stores best-selling and self-described signature smell and the signature scent for women, 2011’s Perfume No 1. A handful of other Abercrombie & Fitch perfumes have been released over the years, but we’re most excited about the trio of unisex scents released in 2017. Ellwood, Ryder and Hempsted are design to be androgynous, and Ellwood will become the new store’s smell.
Abercrombie & Fitch is famous for beautiful store staff who they call models. We reckon that these models are probably the best way we’ve seen to increase sales and showcase new fragrances.