Known for its sexualized advertisement campaigns, Abercrombie & Fitch is a retailer that focuses on upscale casual wear for young consumers. But in old times, it sold sporting and excursion goods. Based on the strategic considerations of different times, Abercrombie & Fitch attempted to move two steps on the perceptual map. These two steps have enabled the company to achieve the goal of evolving along with consumers and combatting competitors successfully.