Firm aggressively defends its brand
ABERCROMBIE & Fitch is very protective of its brand name.
It owns four clothing firms -- including Hollister -- and has over 1,000 stores, mostly located in the US.
Popular with teenagers and young adults, the company has brand protection schemes to combat counterfeiting. On the customer service section of its website, it offers tips on how to avoid and report "cheap knock-offs".
The company opened a Hollister store, pictured above, last year at the Dundrum shopping centre and the first Irish Abercrombie & Fitch store is expected to open at College Green, Dublin, later this year.
The store's 'look policy' often causes controversy. Floor staff are called 'models' and only good-looking people are allowed to be 'front of store'.