The Abercrombie Kids brand will begin its international expansion,

Oracle Retail Point-of-Service is currently live in more than 20 stores and the retailer is rolling it out in all new stores opened across the globe this year.Abercrombie and Fitch expects the Oracle Retail stores application to be deployed at all store locations by the end of next year.Abercrombie and Fitch implementation of Oracle Retail Point-of-Service includes an on-screen keyboard and a streamlined user experience to support the retailer’s distinctive in-store experience. The retailer is currently in phase two of its merchandising and stores implementation. This phase will be live in the Fall of 2009 to support the international opening of stores in Milan and Tokyo. The Oracle Retail applications are being implemented and managed on Oracle Enterprise Linux to help provide a more flexible, reliable, and cost effective solution. The retailer has also standardised on Oracle Database 11g.

“There is no question that our strategic relationship with Oracle Retail is delivering meaningful value to our business and will take on an increasingly important role as we move forward with our strategy and key growth initiatives,” said Kristen Blum, Senior Vice President and CIO, Abercrombie & Fitch. “Oracle Retail not only provides us with industry-leading, best practice applications and technology, but they have partnered with us across the board to get maximum value out of the systems as we aggressively drive our business

Fashion is a fast-paced, challenging retail segment, and smart retailers like Abercrombie & Fitch recognise that the effective use of technology can help them better connect with their customers and create long-term competitive advantage,” said Duncan Angove, Senior Vice President and General Manager, Oracle Retail. “Abercrombie & Fitch have examined their business and strengthened their competitive position, and they will be well positioned to succeed and thrive as the retail industry overall returns to its dynamic nature.”

Oracle is a provider of innovative and comprehensive industry software solutions for retailers — enabling organisations to serve their customers better by applying insight into daily business decisions for more profitable results. With software that provides supply chain, operations, merchandising, store systems.


Abercrombie & Fitch introduced abercrombie in 1997 with 9 stores. The purpose was to attract a younger audience to the American Abercrombie brand. The name of the concept took the same font of its parent, but with a navy color. The abbreviation from “Abercrombie & Fitch” to “abercrombie” with lowercase letters was intended to provide a children’s image. The store prototype was as the A&F one, but with variations also intended to appeal to the younger audience. Early abercrombie models include Ronnie Smith, Cassie Ventura, Christina Akatsuka, Christian Valentin, and Lindsay Lohan.
Abercrombie kids stores are designed to give off a “classic cool” effect. They are designed as “canoe stores,” displaying the a similar floor layout as Abercrombie & Fitch’s (the retail space is divided into multiple rooms). However, the kids prototype does bear differences. It has no louvers to cover the windows, has brighter lighting, is smaller in retail space, blasts electronic dance music and pop music from young artists, and displays marketing pictures with young models resembling those at A&F. The signature fragrance, “Phelps”, is sprayed store-wide. However, in late 2008, most new stores have added wooden louvers.


abercrombie kids’ apparel is designed to mimic Abercrombie & Fitch clothing, and the brand carries most the styles that A&F does. Most abercrombie kids clothes that have the labeled moose on them are to resemble their parent company “Abercrombie & Fitch” but the kids signature moose is a smaller to symbolize that they are children. The trademarked term, “classic cool”, is used to promote the clothing on an in-store and website level from abercrombie and it acts as the more juvenile version of A&F’s slogan “Casual Luxury”. The “classic cool” trade mark was retired in 2007 along with Abercrombie and Fitch’s “Casual Luxury”. Jeans bear the same back-pocket-stitching pattern as A&F as well as the same fits respective to sex. The logo moose is prominently displayed on clothing as is the name “abercrombie” as well as the year of establishment, “1892″ (Abercrombie & Fitch was itself established in 1892, but in reality, the children’s’ line “abercrombie” was not started until 1997). Clothing is categorized within the “guys” and “girls” divisions. Price points are on par with those at sister brand Hollister Co.

The brand carries the following fragrance collections: “Phelps” cologne, “Chase” cologne and “Cologne 15,” as well as “Emerson,” “Spirit” perfume, and “Perfume 15″. The brand released the “abercrombie” cologne and perfume set previous to 2006; however, it was retired Christmas 2007. Chase and Spirit were released Christmas 2006 and were followed by Cologne 15 and Perfume 15 being released Christmas 2007. Chase is set to retire from stores after the Back to School 2009 season is over, however will be available on the abercrombie website until 2010. New fragrance Phelps and Emerson were released for Christmas 2008.


The Abercrombie Kids brand will begin its international expansion, following its sister brands Abercrombie and Fitch and Hollister Co., in Canada. The first store has opened at Sherway Gardens with the opening postponed by a few days. Toronto Eaton Centre opened an abercrombie kids store on November 26th 2008. abercrombie kids may soon follow the international expansion outside of North America

Abercrombie & Fitch has begun planning openings of non-A&F flagships for its brands in high-retail venues. The Company will open the first Hollister Co. flagship in SoHo 2009. abercrombie kids will follow this trend. The first abercrombie kids flagship opening will acompany the opening of the Abercrombie & Fitch flagship in Milan in 2009. This opening is one of the main comminments the A&F company has for fiscal 2009.This opening will mark the first international store for the abercrombie brand.

Continuing the flagship trend, A&F is also committed to opening a second abercrombie flagship in New York City in 2010. It will be located on 666 Fifth Avenue, and will include 22,000 square feet of retail space. The location was the previous failed-retail spot of Brooks Brothers which vacated January 31, 2009. Construction has begun and marketing has been erected on the facade. 666 is also one of the most expensive retail spaces on the Avenue. This future abercrombie flagship will be near its Abercrombie & Fitch sister flagship and such luxury boutiques as Chanel, Fendi, and Prada.Abercrombie kids stores are designed to give off a “classic cool” effect
As of 2008, abercrombie operates a total of 209 stores in the United States. abercrombie kids opened its first Canadian store on August 21, 2008 at Sherway Gardens in Toronto, Ontario. Another abercrombie kids store opened at Toronto Eaton Centre in Toronto, Ontario around the end of November.As of February 2008, there are stores in every state except for Alaska, Delaware, Hawaii, Maine, Montana, Nebraska, New Mexico, North Dakota, South Dakota, Vermont (Closed in 2005), West Virginia, and Wyoming.

Abercrombie Kids (marketed as “abercrombie” or “abercrombie kids”) is a American lifestyle brand from Abercrombie & Fitch Co. This brand is the kid’s version of the popular Abercrombie & Fitch, with a “classic cool” theme targeted towards elementary/middle school individuals aged 7 through 14. Abercrombie kids offers apparel designed after the A&F “Casual Luxury” apparel but with smaller sizes and cheaper prices. Goods are sold in stores and at their website