End of Term Paper: Abercrombie & Fitch

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.

4 thoughts on “End of Term Paper: Abercrombie & Fitch

  1. Hi! I think this is a great topic for your end of term paper. I wrote about A&F for our first position paper. A&F used to be such a popular teen clothing store when we were in middle school and that has drastically changed over the years. They need to change how they promote their store and really get in tune with social media. One of their biggest weaknesses right now is being up to date with social media and how millennials are so attached to their phones and almost everything is done over the internet now. A lot of the popular teen clothing stores like A&F, american eagle, wet seal etc are discriminating women’s body images. All of these stores focus their brand around skinny pretty girls but in reality thats not how the world is and not fair. They need to branch out and advertise towards all body types. I enjoyed researching and learning about how A&F is doing and what they need to do to get better in order to save their store, so I hope you enjoy it also!

  2. The whole waif-like thin models worked for them in the 90s when that was a desired look because of what was being seen in magazines and whatnot, but that’s not the case anymore. I agree with you that A&F should really re-evaluate what they are doing in terms of marketing towards a broader audience. Working for a plus-size retailer, I see firsthand that this customer base is willing to spend A LOT of money for trendy and fashionable clothes so the fact that A&F would just cut out anyone that doesn’t fit their image is really bad business.

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