 A UK£100 price and a massive customer turnout was expected at the flagship store over the returning publication.Market analysis revealed that the relaunch of the "Quarterly" in Europe came at an opportune time for Abercrombie & Fitch because tolerance for less-regulated publications is higher there, and the demand for the A&F brand is high and on the rise.This was the reason for why A&F began international expansion in the UK first.