Abercrombie & Fitch is a retailer focusing on upscale casual wear for young consumers. It is well known for its racy marketing and promotion advertisements with a near- luxury lifestyle concept. This company targets kids as young as 14 years old to adults up to 20 years of age. They are committed to providing “trendy,” cool, comfortable and long lasting clothing.
However, in today’s generation this is just not enough. They have been involved in many controversies and have had many law suits against them on behalf of their discrimination in regards to body image. As well, they are sexualizing women even beginning at a very young age. They do not market to plus size customers and former CEO Micheal Jefferies has even claimed he doesn’t want larger people shopping in his store, he wants thin and beautiful people. Their sizes are smaller than what they actually are in order to keep larger, “unattractive” customers out of the store. They also follow this idea when hiring for their store staff. They discriminate on appearance and body size. Abercrombie and Fitch’s focus on exclusivity is causing their fall out of fashion with its target market among it’s competitors.
The Millennial generation is the most diverse generation and is thus driven to support companies that are against discrimination and for equality and acceptance. Thus, in our “world of fashion” today people are being turned off by A&F’s marketing approach and their discriminatory,unfavorable attitudes, beliefs and values. In order to keep up in today’s society and with their competition, they must take steps such as owning up and admitting to their mistakes and re- evaluating their vision and marketing strategy.