For those not familiar with this company, Abercrombie is a specialty retailer that sells casual sportswear apparel for men, women, and kids through three of its brands -- Abercrombie & Fitch, Abercrombie Kids, and Hollister -- as well as intimate apparel and sleepwear for girls under its Gilly Hicks brand. From 2005 to 2007, prior to the recession, this company had operating margins in the 20% area, as it was able to sell its jeans and hoodies at premium prices. But when the recession hit, Abercrombie maintained its premium pricingy strategy, which led to substantial losses in market share to other teen retailers such as Aeropostale ARO and American Eagle Outfitters AEO in 2008 and 2009. As a result, in 2010, Abercrombie changed its tune and began offering discounts and promotions, which enabled it to start regaining market share in the US.