Any one who was at Saturdays Mardi Gras in London’s Finsbury Park will have noticed a strange phenomenon. Not the fact that it appeared to be dry for most of the day. No it was the amazing proliferation of abercrombie gear on boyz around the park. Most of my group had stayed around the Radio 1 stage and it seemed like every other person had an abercrombie tee-shirt on or the waistband of abercrombie boxers hitched up just visible with their pants hiked down a bit.
The marketing and branding of ANF has hit even before there first stores in the UK. Two american girls stopped me around 10pm outside Manor House Tube to ask where I had gotten mine. Global branding eh? A marketing mans dream!