just what built Abercrombie’s

The best question may be, just what built Abercrombie’s "cool, trend-setting" reputation? Comps suggest it rests on a single year. That year’s significant out-performance was attained thanks to strong sales of tradition busting jeans. Acid washed, splashed with paint, embellished with crystals and rhinestones, or strategically torn, those premium jeans sold for upwards of $178--more for a combination of enhancements—at a time the bulk of teen retailers were selling jeans for as little as $25.50--$58.
The stage was set for Abercrombie’s premium denim success in a prior season when a line of t-shirts imprinted with slogans caused a furor. The slogans ranged from self-affirming to silly, cute, and downright stupid and should have been relegated to no better than a brief spurt in sales.
But a minor number of off-color ones raised Abercrombie’s profile when offended parents picketed, demanded they be withdrawn, and threatened lawsuits. Abercrombie’s step over the line attracted more media attention than money could buy. And you know what they say about (even bad) publicity. Parents versus smitten teens? The more parents complained, the more kids ached for Abercrombie. Traffic into its stores soared and made even the most expensive jeans irresistible to teens who’d never seen anything like them before.
Since then, though, Abercrombie hasn’t been able to deliver a follow-up or convert antics into a significant boost to sales, despite two subsequent controversies: once over especially risqué ads with nearly nude models that were inappropriate for display in PG-Rated malls; a second time, in 2008, when other ads drew charges of racism.