Erlebniswelt im Zeichen des Elches.Zur «Fabrikation der Sichtbarkeit» in der Geschichte von Abercrombie & Fitch

Abstract

Abstract A World of Experiences under the Banner of the Elk. On the «Fabrication of Visibility» in the History of Abercrombie & Fitch The article sheds light on the history of the US-American fashion cult label Abercrombie & Fitch. It departs from an episode that dates back to the corporation's early heydays as an outfitter for hunters, fishermen, and outdoor enthusiasts, and then turns to the more recent history of the company as a supplier of exclusive casual apparel mostly catering younger target groups. In doing so, particular attention is given to the sometimes aesthetic, sometimes scandalous, but always attention catching «fabrication of visibility» which used to be typical for Abercrombie & Fitch from its relaunch in the 1990s until its recent decline and which largely contributed to the company's profitable difference.