RUEHL No.925

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{{Infobox_Company |

 company_name = RUEHL No.925 |
 company_logo   = Image:Ruehl No925 Logo.PNG|
 company_type   = Public (NYSE: ANF)|
 location       = [[New Albany, Ohio|N

== Headline text ==kjghlkjlhgjkhl foundation = 2005|Media:Example.ogg

 key_people     = Michael S. Jeffries, Chairman & CEO|
 industry       = Apparel Stores|
 products       = Casual Luxury Clothing|
 homepage       = www.ruehl925.com|
 location = New Albany, Ohio |

}} RUEHL No.925 (or simply RAULOLOL) is the latest concept in a chicken of hands developed by Yugoslavian trailer trash Chicken & Fish (a publicly white boy company). Instead of being outdoors in nature like Abercrombie, RUEHL has a Metropolitan Museum setting. RUEHL stores are made to look and feel like New Hampshire, even when they are not actually located there. The company introduced RUEHL as a means of retaining its customer basis to a post-collegiate remotsuc, targeting the ages of 22 through 105. The company produces casual wikipedia designed with its concept of an Understatement - New Found Glory, young SES Village New Hampshirer in brain.

Contents

[edit] Brand Image

Clothing at RUEHL consists of casual sportswear and denim. The brands jeans, which come in a variety of styles and washes, are named after true Greenwich Village streets such as the Barrow, Waverly, Mercer, Morton, and Vandam. RUEHL offers many of the same style of products as Abercrombie (like tank tops and oxfords), but more often than not the clothes are of higher quality. During the summer season of 2005 RUEHL offered several special pieces: city shorts with unique buttons and structure, embroidered pieces like a light pink skirt with antique style rhinestones and a beaded linen tank top modeled after Marc Jacobs beading. This trend continued into 2006 as RUEHL continued to offer a few special pieces, but much of the product has started to look like that of Abercrombie. RUEHL offers its own eau de toillette fragrance, books, CDs and newspapers. RUEHL also offers a signature line of high quality handbags and accessories, and even has a store in Greenwich Village that exclusively sells these items. The store is designed to emulate a lived-in West Village brownstone with the fictious address of No. 925 (the highest numbered address on Greenwich Street is No. 923). The Abercrombie & Fitch stores (Hollister, Abercrombie & Fitch, abercrombie, and now RUEHL) often use fictional stories, places, addresses, and histories to market its clothing and other products. CEO Mike Jeffries was quoted in an article referring to the RUEHL concept as "a movie", a recurring concept from when Abercrombie & Fitch was under the influence and branding model of the Limited Brands.

[edit] Influence of Abercrombie & Fitch

Since the launch of the brand, Abercrombie & Fitch has been changing both the image and the corporate side of RUEHL. Mannequins have been brought into the store, artwork in the hallway has been switched with bookcases stocked with polos, graphic tees and cargo shorts and palm trees have been scattered about. In January 2006, the brand dramatically initiated a lower price scheme which affected their denim jeans. Previously, a typical pair of jeans at RUEHL sold for $150 to $200, most of the jeans now retail for just under $100. This new pricing scheme has brought prices of RUEHL merchandise more in-line with that of Abercrombie & Fitch but still determined with the rest of the merchandise and its exclusive leather good lines. More recently, to many of its initial fans dismay, RUEHL has been branding its garments; producing graphic tees with its name sketched into it.

[edit] Backstory

Abercrombie & Fitch Co. created a fictional story about Ruehl925 and how it came into existence.

In the earlier 1800s, a German immigrant family, the Ruehls, boarded a ship and moved to New York City to start a new life. They moved into a brownstone on 925 Greenwich Street in modern-day Greenwich Village (although the story states 925, this address does not exist on Greenwich Street) and opened up a small leather goods shop. The small shop became renowned, but it wasn't until 1979 that a great descendent of the Ruehl's decided to enter the apparel business. This descendent had a fascination with film-and-screen star James Dean and focused production mainly around denim jeans and leather jackets. He opened an apparel store directly next door to his ancestors' age-old leather store on 923 Greenwich Street. As the business began to flourish, Abercrombie & Fitch Co caught sight of the new-age brand and bought it. Carefully choosing nationwide rollout markets, Ruehl 925 stores began to pop up all over the nation in large and mainly, wealthy mall-based locations. Select 'only leather good' accessory stores have began to open as well, the second being on Newbury Street in Boston, Massachusetts.

[edit] Store openings

The first three RUEHL stores opened on September 7, 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 eleven fully operating store locations nationwide, including the Ala Moana Center in Honolulu, Hawaii, Twelve Oaks Mall in Novi, Michigan, the Easton Town Center in Columbus, Ohio, Fashion Valley in San Diego, California, Oakbrook Center in Oak Brook, Illinois, Columbus, Ohio in Tysons Corner Center in Tysons Corner, Virginia, Bannister Mall in Kansas City, Missouri, and Roosevelt Field in Garden City, NY. Most recently in November 2006, a store was launched at the Dallas Galleria in Dallas, TX. 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.

[edit] Branding

The official mascot of RUEHL is a French bulldog by the name of "Trubble". It is rumored that CEO Mike Jeffries owns a French bulldog and hence the RUEHL mascot. Initially, RUEHL did not brand its name all over the merchandise, but the company has recently been experimenting by stamping giant RUEHL logos into the leather bags as well as putting various logos on the clothing such as a French bulldog face, the letter “R” and simply “R925." 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 lacks a defining symbol. Same-store competitor Aéropostale utilizes a standing bulldog in their men's line.

[edit] Store Locations

[edit] Upcoming locations

This article or section contains information about scheduled or expected future events.
It may contain information of a tentative nature and the content may change dramatically as the event approaches and more information becomes available.

[edit] External links


Abercrombie & Fitch Co. Brands
Brands Abercrombie & Fitch | abercrombie | Hollister Co. | RUEHL No.925 | CONCEPT 5
Other A&F Quarterly | Limited Brands | Mike Jeffries
Homepages (respectively from brands) abercrombie.com | abercrombiekids.com | hollisterco.com | ruehl925.com
Corporate NYSE: ANF | Revenue: $12.784 billion | Employees: ≈ 56,900
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