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Case Analysis Of Abercrombie And Fitch

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3.1. Company Overview
Abercrombie & Fitch was founded in 1893. It operates as a specialist retailer of casual apparel. The company sells products ranging from knit and woven shirts to jeans for men and women. Kidswear can also be bought at Abercrombie kids. The company targets different consumers from 7 to 22 years old. The company is operated worldwide. As of March 2, 2016, it operates in 754 stores in the United States; and 178 stores in Canada, Europe, Asia and the Middle East.
3.2. Case Discussion:
During an interview conducted in Apr 2013, Mike Jeffery, from the Chief Executive Office of the renowned clothing brand was asked a question regarding the fact that A&F (shortened version of Abercrombie & Fitch) refuses to sell products over a women’s size 10. He answered:(Sozzi, 2014)
“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.” A similar answer was given regarding the company’s employment policy of hiring only good looking employees (Lutz, 2013).
Consumers started to believe that these are the actual words of A&F management staff, and recognise it as an entire A&F 's philosophy.
The controversial words were spread throughout social media. It caused a decline in shoppers since 67% of shoppers were
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