There are some brands that everybody recognizes, but the prices of some of these brands may put you off. So, why is Abercrombie & Fitch so expensive?
Abercrombie & Fitch is expensive because it has a good brand reputation. In addition, it’s a near-luxury brand that appeals to the affluent, giving it an exclusivity factor. The products themselves are also durable; more so than a typical fast-fashion brand.
While that’s the essence, there’s much more to it.
Let’s dig deeper.
This article was independently researched, based on the opinions of our team only, and is true to the best of our knowledge at the time of writing.
6 Reasons Why Abercrombie & Fitch Is So Expensive
At first glance, it may be hard to justify the price of Abercrombie & Fitch’s clothing. However, here are six reasons why Abercrombie & Fitch is so expensive explained in a little more detail.
1. Brand Reputation
Like any product, purchasing from a reputable brand ensures the quality of the item and that you get exactly what’s being advertised.
Since 2017, following a new CEO, the brand has been working on a full rebrand.
This has put Abercrombie & Fitch in a solid position, and – as it currently stands – the brand has a pretty good reputation.
Abercrombie & Fitch is renowned for employment diversity – encompassing those of all genders, ages, and ethnicities.
On top of this, the brand produces clothing for those of all shapes and sizes.
This inclusivity only seems to be getting greater, too, putting Abercrombie & Fitch in good stead for the future.
Despite some past mistakes, Abercrombie & Fitch currently has a pretty solid reputation, and purchasing from it is generally considered safe and reliable.
2. Near-Luxury Brand
Abercrombie & Fitch presents itself not as a luxury brand but as a near-luxury brand.
The brand portrays itself as near-luxury due to the use of premium materials and relatively high price tags.
However, the extent of the aforementioned factors isn’t enough for them to be classified as luxury.
That is to say, Abercrombie & Fitch is somewhat exclusive but not accessible only to those with significant amounts of money.
In 2005, Abercrombie & Fitch edged closer to this “near-luxury” status by opening a store on Fifth Avenue, New York.
While this helped, the future of Abercrombie & Fitch wasn’t bright, and they found themselves with declining sales.
Until 2017, that is, when – as mentioned- Abercrombie & Fitch welcomed a new CEO.
From there, the brand’s image went uphill, regaining the near-luxury image they are in pursuit of.
3. Durability
When Abercrombie & Fitch was founded in 1892, it sold hunting and sports gear.
This means that its roots lie in producing durable, hardy clothing.
While the brand has explored far outside hunting and sports clothing, the durability factor remains prevalent.
Durability is a huge factor when purchasing garments – particularly near-luxury or luxury ones.
After all, if an item of clothing is expensive but durable, it’ll often outlive cheap, flimsy garments several times over.
This means it can be cheaper to buy expensive, more durable clothing in the long run.
While Abercrombie & Fitch can’t always promise this, its range of clothing certainly does have a significant durability factor.
4. Exclusivity
There’s a sense of exclusivity surrounding buying near-luxury or luxury garments.
In fact, one of the primary appeals for many people is this sense of exclusivity and being able to have and purchase things others might not be able to.
While Abercrombie & Fitch’s clothing range is durable and often has a lot of functionality, the fact of the matter is the high price is partially to do with the brand label.
Wearing labels of certain well-known luxury brands, such as Gucci or Canada Goose, gives those who can afford them a feeling of exclusivity and status.
In short, wearing branded clothing can make people feel special.
This plays a major role in near-luxury and luxury brands’ images and demographic, and Abercrombie & Fitch is no exception.
If somebody sees the iconic moose logo on one or more of your garments, they’re generally going to assume you’re wealthy enough to be able to afford such luxuries.
5. Eco-Friendly
The sustainability levels of a brand, and its attitude towards saving the planet, can be a great indicator as to whether or not the brand is reliable.
Abercrombie & Fitch is doing well in terms of attitude and action about eco-friendly clothing production.
The brand has significant goals for sustainability and appears to be on track to meeting them.
For example, Abercrombie & Fitch is aiming for 100% responsible wool-standard wool, as well as 100% responsibly-sourced linen.
On top of that, the brand is hoping to achieve at least 25% recycled polyester across all its garments by 2025.
Abercrombie & Fitch currently recycles 100% of its fabric, e-waste, denim scraps, and cardboard and pledges to continue to do so. Moreover, it’s aiming for 50% reduced waste by 2025.
This incredibly positive attitude to more sustainable fashion is another contributor to the high price of its products.
6. Up To Date
The final factor about why Abercrombie & Fitch is so expensive relates to its ability to keep up with the current apparel trends and styles.
To help maintain the mentioned near-luxury status of the brand, Abercrombie & Fitch ensures it’s up to date with the latest styles and trends.
This means that no matter the time of year, the brand will have clothing that suits.
This approach to clothing production is called “fast fashion” and is disliked by many due to its lack of environmental consideration.
However, the previously mentioned eco-friendly and sustainability goals should also be taken into consideration.
The fact that this brand is always up to date with fashion’s goings on means that the price tag might be higher than it may otherwise be.
Frequently Asked Questions
Here are the answers to some frequently asked questions on the matter.
Why Is Abercrombie & Fitch More Expensive In The UK And Europe?
There are considerably fewer Abercrombie & Fitch stores in the UK and Europe than in the USA. Furthermore, often, items are priced at the same number for USD, GBP, and EUR, meaning that – depending on the conversion rate – clothing ends up being more expensive.
These limitations mean that Abercrombie & Fitch is generally more expensive in the UK and Europe than in the USA.
Why Is Abercrombie & Fitch More Expensive Than Hollister?
Despite being owned by the same company, Abercrombie & Fitch is usually more expensive than Hollister. This is primarily due to the brand’s near-luxury status and exclusivity. Hollister is designed to be more accessible than Abercrombie & Fitch.
Because Abercrombie & Fitch has a higher target price range and audience than Hollister, they also often make their garments out of higher-quality materials.
Furthermore, the “near-luxury” status that Abercrombie & Fitch has built over the years means that its prices are often higher than those of Hollister.
Is Abercrombie & Fitch Trendy?
Abercrombie & Fitch has been working on a rebrand since 2017. Consumers have noticed this new and improved Abercrombie & Fitch and have brought it back into the limelight. Abercrombie & Fitch is trendy again.
Since its rebrand began in 2017, Abercrombie & Fitch has gradually made its way back into the mainstream.
Many of its garments no longer have the iconic moose logo; keep that in mind.
