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Ruehl No.925

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Template:Abercrombie & Fitch Co. brand

RUEHL No.925 (or simply RUEHL) is a concept in a chain of brands developed by American lifestyle brand retailer Abercrombie & Fitch (a publicly traded company). Like all of the A&F brands, RUEHL has its own concept, a metropolitan setting. RUEHL stores are made to look and feel like New York. The company introduced RUEHL as a means of retaining its customer basis to a post-collegiate customer, targeting the ages of 22 through 35. The company produces Business Casual apparel designed with its concept of an understated, young West Village New Yorker in mind.

Development & Opening

As said by CEO, Michael Jeffries, Ruehl took years of planning, mainly for the store's atmosphere and image. The company has said that it does not want to grow up with their customer, but by looking at their brands, it seems exactly that. Ruehl is targeted for the 22-35 year-old who wants to dress a little more "mature" than the A&F casual wearer. When the brand first opened its doors, a typical pair of denim at Ruehl fetched in at $138, denim jackets $98, and the leather goods the store use to carry, including wallets, key-rings, and bags for men, fetched anywhere from $98 to $498. After testing the store for two years, the company eliminated most of the leather goods (keeping handbags and the suitcases), and brought the prices down after they lost what revenue they had hoped to gain from the brand. Before 2006, customers noticed that Ruehl products looked exactly like the merchandise found in the Ezra Fitch line at Abercrombie & Fitch stores.

Store openings

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File:RUEHLstorefront.jpg
A typical RUEHL No.925 storefront.

The first three RUEHL stores opened on September 6, 2004 at Woodfield Mall in Schaumburg, Illinois, at the Garden State Plaza in Paramus, New Jersey, and the International Plaza in Tampa, Florida. There are currently 13 fully operating store locations nationwide (For further store openings, see RUEHL Store Locations). Ruehl has also opened an exclusive, leather goods shop at 370 Bleecker Street in Greenwich Village, marking the first RUEHL store in New York. The brand plans to expand its accessory-only shops and rumors are of an upcoming Newbury Street, Boston location. There is also a store in the Roosevelt Field Mall in Garden City on Long Island.

Branding

The official mascot of RUEHL is a French bulldog by the name of "Trubble". Trouble in establishing a unique and visually appealing logo has been the cause of the evolving and ever-changing brand element of RUEHL. Unlike its sister brands Abercrombie & Fitch and Hollister, with the standing moose and the flying seagull (respectively), RUEHL is currently using their name on most of their products, rather than a symbol; although their collection of solid polos have solely the bulldog on them. RUEHL is pronounced "Rull". Their web site does not have a shopping element though: unlike sister companies Hollister and Abercrombie & Fitch, RUEHL prefers not to sell their items online. Not surprisingly, like Hollister and Abercrombie & Fitch, Ruehl's advertisements and promotional campaigns tend to focus more on depicting physically beautiful people than on the quality or even the style of their products. In fact, most models are wearing as few articles of clothing as possible.

Store Locations

Upcoming locations

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Rumored Locations

External links

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