I've worked for and modeled for Abercrombie and Fitch, it really is a buy-in to a lifestyle. Meaning, when a girl goes into an Abercrombie and Fitch, Abercrombie, Hollister, or Ruhel, and they buy a shirt, they are prone to feeling like they've bought into the lifestyle and the atmosphere of the store. It really is a method of exploiting the person's want to be accepted by the people they see in the posters.