Abercrombie & Fitch Controversy

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This is an interesting development, Figure 1and 2 are the previous campaigns of each company and the main attention here are the models; this clearly focuses on the desire of erotic seduction. Nonetheless the latest campaigns of Abercrombie & Fitch and American apparel have decided to take another angle of promoting their merchandise, the question is why and how successful has that impactful has it been for the company?

Abercrombie & Fitch

Abercrombie & Fitch Co formally known as "Abercrombie Co.” was established in 1892 in New York and began with selling sporting goods. Two men owned the company by the name of David T and Ezra H. Fitch. In 1904 the company was renamed to Abercrombie & Fitch Co., as Ezra H. Fitch bought a majority of interest …show more content…

The net profit rose around the 40s -50s and this led to being able to add more stores across the United States. Nonetheless the company began experiencing lower profits and it resulted in them loosing $1 million in 1975. According to Krishnan et al. (2013) the company declared bankruptcy and closed its doors in 1977. Many believed that the reason why the company had to experience this was due by mismanagement and in capable of transitioning the trends of the 1970s (Krishnan et al. …show more content…

The brand now concentrated more on modern sporting goods and it grew. In 1988 the brand was sold, therefore the headquarters moved to Columbus, Ohio. The president at that time postponed the brand as a casual apparel retailer with mid-priced merchandise that was labelled with the Abercrombie &Fitch Logo (Krishnan et al. 2013). Michael Jeffries, current president of Abercrombie & Fitch Co. saw the potential in the American teen retail and focused on getting the companies products on fashionable preppy clothing at a high- street price point. They also began a magazine called A&F Quarterly, which acted as a catalogue and supported their merchandise. Articles in the magazine targeted the teen demographic (Krishnan et al. 2013).

As of today's current situation, Abercrombie & Fitch is a clothing retailer that targets young people, from children to young adults. The fashion company operates in three-apparel lifestyle Brands: Abercrombie &Fitch, Abercrombie kids and Hollister. They further differentiate themselves through its ecommerce platform but their merchandise is sold in all retail stores. This gives customers opportunity in buying merchandise through both distribution channels.


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