Abercrombie & Fitch introduced "A&F Quarterly" as a marketing tool to express the A&F lifestyle. The "Quarterly" was meant to further establish the image of Abercrombie & Fitch as synonymous with sex and youth: The "neo-preppy and all-American perfection." The publication was coined a "magalog" for its purpose of serving as both a magazine and a catalog for the A&F brand. Its contents focused on entertaining, and giving advice to, the collegiate youth with an emphasis of having youthful fun and exploring sexuality.