A pair of jeans ordered on a phone, collected at a store and maybe returned there later probably feels like one simple purchase. For Abercrombie & Fitch, that joined-up trip is the business. It owns two clothing brand families, Abercrombie and Hollister, and sells them mainly through its own websites and stores. Abercrombie shoppers mostly buy online, while Hollister still sells mostly in stores. The company makes money when people pay full price for something they want, rather than waiting for a markdown.
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