Abercrombie Kids
| File:Abercrombie kids logo.svg | |
| Company type | Division |
|---|---|
| Industry | Retail |
| Founded | July 1998 |
| Headquarters | , U.S. |
Number of locations | 160 |
Area served | International |
| Revenue | Increase US$ 382.579 million (2010) |
| Parent | Abercrombie & Fitch |
| Website | www |
Abercrombie Kids is a children's apparel line owned by Abercrombie & Fitch, launched in 1998. Initially developed for teenagers aged 13 to 18 under the name "abercrombie," the brand later shifted its focus to cater to children between 7 and 14 years old as "abercrombie kids". This concept serves as a junior counterpart to its parent company, A&F. The brand operates 122 full-price stores across the United States, Canada, Germany, Italy, the Netherlands, and the United Kingdom, including both independent outlets and sections within larger Abercrombie & Fitch stores.
History
In 1998, Abercrombie & Fitch introduced the "abercrombie" concept with an initial count of nine locations, aiming to engage a younger demographic than the main A&F audience. The branding utilized the same font style as its parent company but featured a navy color scheme. The lowercase abbreviation from "Abercrombie & Fitch" to "abercrombie" was chosen to evoke a youthful appeal. While the store design mirrored that of A&F, it incorporated modifications tailored to attract younger shoppers. Early faces of abercrombie included models such as Ronnie Smith, Cassie Ventura, Christina Akatsuka, Christian Valentin, Lindsay Lohan, and Karlie Kloss.
Stores and expansion
The design of abercrombie kids retail locations aims to project a "classic cool" atmosphere. These stores follow a "canoe store" layout similar to Abercrombie & Fitch's multi-room retail structure but feature distinct differences. Unlike A&F stores, abercrombie kids outlets lack window louvers, incorporate brighter illumination, occupy smaller retail spaces, play electronic dance and contemporary pop music by young artists, and showcase advertising images with youthful models resembling those used by A&F. The signature scent "Fierce" is diffused throughout each store. As of August 2012, abercrombie operated 154 locations within the United States.
The brand's international growth began with its first Canadian store opening on August 21, 2008, at Sherway Gardens in Toronto, Ontario. This was followed by another location at Toronto Eaton Centre on November 26, 2008. The first flagship store debuted in Milan on October 29, 2009, situated inside the Abercrombie & Fitch flagship at 12 Corso Matteotti. This practice of embedding abercrombie kids sections within A&F flagship stores extended to Düsseldorf and Munich. Previously located in West Edmonton Mall, the abercrombie kids store was relocated inside the mall’s Abercrombie & Fitch outlet after its original space was converted into a Microsoft Store. This location closed in 2022 and was the sole remaining Abercrombie Kids store in Western Canada; only the Toronto Eaton Centre and Sherway Gardens outlets remain open there.
By May 2015, there were 101 standalone Abercrombie Kids stores across the United States, two in Canada, and one in the United Kingdom. Additionally, abercrombie kids "carve-out" sections are present within Abercrombie & Fitch flagship stores in Italy and Germany as well as fourteen full-line A&F locations throughout the U.S. and Canada. These carve-out spaces represent an initial step toward phasing out the brand, similar to how Gilly Hicks merchandise was integrated into Hollister Co. stores prior to Gilly Hicks’ closure in 2013.
Abercrombie kids products
The clothing line for Abercrombie kids is crafted to reflect the style of Abercrombie & Fitch apparel, featuring many of the same designs as its parent brand. Most garments displaying the moose emblem are intended to echo Abercrombie & Fitch's branding, but the kids' moose logo is smaller to represent the youthful target audience. The phrase "classic cool" was trademarked and used to market these clothes both in stores and online, serving as a more youthful counterpart to A&F's slogan "Casual Luxury." Both trademarks, "classic cool" and "Casual Luxury," were discontinued in 2007. The jeans maintain identical back-pocket stitching patterns and gender-specific fits consistent with A&F. Prominently featured on the apparel are the moose logo, the name "abercrombie," and the founding year "1892"—a nod to Abercrombie & Fitch's establishment date, although the children's line itself was launched only in 1998. Apparel is segmented into "guys" and "girls" collections, with pricing aligned closely with that of sister brand Hollister Co.
The fragrance lineup includes collections such as "Fierce" cologne alongside "Play" and "Life" scents. Prior to 2006, the brand offered an "abercrombie" cologne and perfume set, which was phased out by Christmas 2007. The scents Chase and Spirit debuted at Christmas 2006, followed by Cologne 15 and Perfume 15 at Christmas 2007. As of Fall 2010, Chase and Spirit began being discontinued with permanent price reductions. In Christmas 2008, new fragrances Phelps and Emerson were introduced. On July 9, 2010, the latest girls’ scent named "Hadley" was launched, while the newest boys’ fragrance called "Clutch," released during the Christmas 2010 floor-set, offers a scent reminiscent of "Fierce" but tailored to be more age-appropriate and subtle.
Provocative design themes
The brand’s humorous T-shirts have sparked backlash due to their provocative nature. Several slogans have been criticized for being demeaning toward girls (e.g., "I'm not allowed to date unless you're hot"). Others project arrogant or disrespectful messages such as "'I will make you an all-star on the walk of shame'." Some shirts featured anti-academic sentiments like: 'I'd do your homework, but I don't even do mine'; 'School is for catching up on sleep'. Girls’ shirts often displayed phrases emphasizing physical appearance ("It's better being brunette," etc.). One of the most contentious items was a collection of underwear for young girls printed with phrases like "Wink Wink" and "Eye Candy." This sparked protests from parents who objected to the sexually suggestive nature of these products. Mike Jeffries, then CEO and Chairman, responded in an interview by describing the underwear as more “cute” than inappropriate.
In mid-2011, a segment on the Today Show highlighted padded triangle bikini tops marketed to girls aged 7 to 16. These bikinis faced criticism for being overly sexualized and labeled as “promiscuous.”
Planned Abercrombie Kids Store on Savile Row
In 2012, Abercrombie & Fitch revealed intentions to launch an Abercrombie Kids retail outlet at No. 3 Savile Row, adjacent to Gieves & Hawkes. This location holds historical importance as it was once occupied by Apple Corps and is famously known for The Beatles' rooftop performance. The proposal met with resistance from Savile Row’s bespoke tailors, who were already displeased by the presence of the main A&F store located at the Row’s Burlington Gardens end. This dissatisfaction culminated in a demonstration organized by The Chap magazine on Monday, April 23, 2012. During the consultation phase, numerous objections were submitted to Westminster City Council. In February 2013, the Council dismissed several elements of A&F’s design plans, criticizing the installation of permanent window screens intended to block natural light and evoke a nightclub atmosphere as “deeply flawed” and harmful to the street’s traditional character. Additionally, the flagpoles typically displayed at Abercrombie & Fitch outlets were deemed “highly inappropriate.” The Council described the overall proposal as "utterly unacceptable." Abercrombie & Fitch lodged an appeal, prompting a public inquiry scheduled for February 12. Ultimately, A&F overcame these official challenges, and the Abercrombie Kids store officially opened its doors in September 2014.