The Abercrombie & Fitch brand image is heavily promoted as an international near-luxury lifestyle concept. The company began cultivating an upscale image after the 2005 opening of its Fifth Avenue flagship store alongside Prada and other upscale retailers. Having for years used high-grade materials in the production of its merchandise and priced them at “near-luxury” levels, the trademark Casual Luxury was introduced as a fictional dictionary term with multiple definitions such as “[using] the finest cashmere, pima cottons, and highest quality leather to create the ultimate in casual, body conscious clothing,” and “implementing and/or incorporating time honored machinery …to produce the most exclusive denim…”This upscale image has allowed A&F to open stores in international high-end locations and further promote the image by pricing its merchandise at almost double the American prices.