The company uses sales associates, which it refers to as "models," to market its clothing in stores. Store associates are also used for the company's provocative and controversial advertising campaigns and catalogs, which feature shirtless and semi-nude models photographed in black and white.
The appearance of Abercrombie & Fitch stores is distinct, with white molding, black louvered doors, a high-energy soundtrack and dim lighting. The Abercrombie & Fitch men's fragrance Fierce is sprayed throughout the store and on clothing, for a distinct olfactory experience while shopping.
Fierce, first introduced in 2002, is the company's best-selling fragrance considered the store's "signature." The first Abercrombie & Fitch fragrance, Woods, was launched in the 1990s, later discontinued, then brought back in 2010. The store also markets fragrances for women, and considers Perfume No. 1 to be its signature scent for women.
Designer Abercrombie & Fitch has 44 perfumes in our fragrance base. The earliest edition was created in 1997 and the newest is from 2017. Abercrombie & Fitch fragrances were made in collaboration with perfumers Christophe Laudamiel, Bruno Jovanovic, Phillippe Romano and Alexandra Carlin.