Another Brand “Evolution”

What company am I associated with?


Well this ones a little tough I’ll give you another hint. Sorry it’s a bit fuzzy.


Well, that helps. Abercrombie and Fitch is a Brand we all are familiar with right? Beautiful young people, cool clothing, more beauty, you get the point. They have a pretty successful and active Brand.

But it wasn’t always that way. Here’s the rest of my shot of the A&F logo.

Abercrombie & Fitch Knife

Yup — that is the type of products that A&F used to hawk. Not clothing, sex, or the beautiful people but knifes, gun holsters and other rugged outdoorsy things, from their small shop in New York.

So the next time you see Stetson cologne instead of a hat or a A&F shirt. Pause and think of the effort over many many years that their brand was created and sometimes modified–and yes sometimes sold to the highest bidder. If I’m not mistaken, Stetson manufactures nothing but selling naming rights but that is another Post.

But my A&F knife that my Grandfather gave me will always be a great and unexpected brand evolution  story.

As far as where that A&F brand lives for me…it’s in a cabinet not on a hanger in my closet. ;-)

This entry was posted on Friday, October 2nd, 2009 at 12:40 am and is filed under How to keep a Brand alive — an ongoing discussion. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.


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