Telling Brand Tales—Revealing All and Covering Up: The A&F Brand/Story

The past 20 years have seen the rise and dominance in the global marketplace of mid-market fashion brands invariably following a pattern of consolidation in their domestic markets and county of origin, subsequently expanding overseas as a mark of a successful enterprise to internationalise their brand and capitalise on new markets in fresh consumer bases. This article will examine the Abercrombie & Fitch’s brand in terms of its rise and fall across current cultural branding activities to map and understand A&F’s brand strategies both at home and away, as a means of understanding the challenges that brands face.