Abercrombie And Fittch Essay

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Abercrombie & Fitch was a top fashion staple in the early 2000s, with its trendy, preppy, cool look. Sales skyrocketed to $4.5 billion in revenue at its peak in 2012. So the problems are not in the products itself, but the brand’s image after controversial scandals that led them to their downfall. Former CEO, Mike Jeffries, made a statement in an interview that A&F products were only fit for attractive people, which showed in their provocative advertisements. This made a viral uproar to the exclusionary statement. Consumers now viewed the company’s image in a negative way. Abercrombie & Fitch has also been criticized for excluding plus sized customers and minorities. Due to these negative exposures, it led to consumers wanting to shop where they were not judged by their appearance. On top the controversial scandal, the company did not keep up with the fashion trends that attracted the new generation. …show more content…

The Abercrombie & Fitch as a brand was primary founded for selling outdoor sporting goods, but around 100 years later Abercrombie & Fitch was transformed into a prominent clothing store becoming a very successful multimillion company. The new Abercrombie & Fitch kept the concept of outdoors vintage sporting for its clothing, mostly focusing in young people, but at the same time, adding a sexualized concept to the brand. The whole new concept was popular and trendy for years until the start of its decadency 4 years ago, therefore the clothing of Abercrombie & Fitch was no longer popular. The brand of Abercrombie& Fitch focused on specific limited style on its clothes; the sporty, beachy, sexualized style, plus limiting sizes to small and not even selling larger sizes. Also the overuse of the printed logo mostly on all of the brand clothes, which once was very popular, later was considered overrated and no more attractive or cool as it used to

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