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Abercrombie & FitchAbercrombie & Fitch (A&F) (NYSE: ANF) is an American retailer that focuses on casual wear for consumers aged 18 to 22.

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It has over 300 locations in the United States, and is expanding internationally.

The company also operates three offshoot brands: abercrombie (childrenswear), Hollister Co., and Gilly Hicks. The company operated a post-collegiate brand, Ruehl No.925, that closed in early 2010.

A&F is known for its racy marketing photography by Bruce Weber. It is rendered to grayscale and features outdoor settings, usually with semi-nude males and females. A&F casts only store employees for marketing campaigns. Casting directors from the home office travel to key A&F regional stores in the United States and to London to hold "casting calls" for employees aspiring to become the next "A&F New Face". The company promotes its casting sessions, models, and photo shoots in the "A&F Casting" feature online at abercrombie.com. The website also provides a gallery of current photography. Framed copies at A&F stores will sometimes name the model and store.

The Abercrombie & Fitch brand image is heavily promoted as an international near-luxury lifestyle concept. The company began cultivating an upscale image after the 2005 opening of its Fifth Avenue flagship store alongside Prada and other upscale retailers. Having for years used high-grade materials in the construction of its merchandise and priced them at "near-luxury" levels, the trademark Casual Luxury was introduced as a fictional dictionary term with multiple definitions such as " the finest cashmere, pima cottons, and highest quality leather to create the ultimate in casual, body conscious clothing," and "implementing and/or incorporating time honored machinery ...to produce the most exclusive denim..." This upscale image has allowed A&F to open stores in international high-end locations and further promote the image by pricing its merchandise at almost double the American prices.

Overall, CEO Jeffries calls the A&F image a "movie" because of the "fantasy" that plays out instore. Even some of the clothing is given "story": "You buy into the emotional experience of a movie," Jeffries explains, "And that's what we're creating. Here I am walking into a movie, and I say, 'What's going to be the box office today?'"

Because of extensive counterfeiting of Abercrombie & Fitch goods, in 2006 the company launched a brand protection program to combat the problem worldwide (focusing more on China, Hong Kong, Japan and Korea) by working with legal forces globally. The program is headed by a former FBI Supervisory Special Agent who was part of the FBI's Intellectual Property Rights program, and covers all A&F brands. A&F says that the program "will improve current practices and strategies by focusing on eliminating the supply of illicit Abercrombie & Fitch products." The company encourages customers to purchase from authentic stores and to report suspected A&F counterfeiting.

In August 2011, A&F offered Mike "The Situation" Sorrentino and other cast members of the MTV reality show Jersey Shore a "substantial payment" if they stopped wearing Abercrombie-branded clothes, stating "We are deeply concerned that Mr. Sorrentino's association with our brand could cause significant damage to our image." In November 2011, Sorrentino filed a lawsuit against A&F after the company violated his copyrights in making shirts that said "The Fitchuation" and "GTL...You Know The Deal."

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