Lots of Abs, homoerotic poses and a strong smell of Fierce cologne has characterized my experience of Abercrombie & Fitch over the years. The...
Lots of Abs, homoerotic poses and a strong smell of Fierce cologne has characterized my experience of Abercrombie & Fitch over the years. The retailer has been characterized by a racy advertising, very high prices, a very strict look policy (which included, for example, a ban on facial hair) and few stores in the main cities.
While this elitarian form of marketing helped the success of the company, it didn’t last long and soon it gained a very bad reputation, especially amongst the American market.In every school, there are the cool and popular kids, and then there are the not-so-cool kids. Candidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don’t belong [in our clothes], and they can’t belong. Are we exclusionary? Absolutely.
Mike Jeffries(2006, Salon.com)After this offensive remarks by the Company CEO Mike Jeffries, A&F’s reputation started to decline more and more so that in the end of 2015 Jeffries had to step down his role. Consumers have grown, so has the fashion, and for the previously trending company it is time for a change.
After this offensive remarks by the Company CEO Mike Jeffries, A&F’s reputation started to decline more and more so that in the end of 2015 Jeffries had to step down his role. Consumers have grown, so has the fashion, and for the previously trending company. it is time for a change.
Goodbye shirtless models, Hello Marlboro Man. Alex Libby models for the SS 2016 collection designed by Aaron Levine, the new head of the Men’s division.
The newly established bearded look is exactly what the 124 years old retailer needed. The smooth surfer has been replaced by a hippier and more stylish image, a total makeover that hopefully will attract new customers and, more importantly, bring back the old ones.
Check out more pieces of this brand new collection
Article Written by Maurizio Boatto
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