The ask: Evaluate the rise and fall of the Abercrombie & Fitch brand, considering the strong brand image during the 2000’s, their exclusionary practices, and corporate social responsibility.
The Process
Abercrombie & Fitch was known for its provocative marketing strategies in the early 2000’s, capitalizing off of exclusion and sexuality.
Michael Jeffries, CEO of A&F from 1992 to 2014, arose under controversy when his Salon interview from 2006 gained traction in 2013, tarnishing A&F’s reputation as a new generation embraces diversity and rejects exclusion.
Conducting research from business periodicals, fashion news sources, and the Netflix film White Hot, an analysis of A&F was prepared to fully explore the past, present, and future of the brand.
The Analysis
The Abercrombie & Fitch analysis dissects the brand’s infamous image, disturbing company culture, and multiple controversies while exploring possibilities for future advertising techniques and approaches.
