Why I Won't Shop at Abercrombie and Fitch (and the reason is not the loud and obnoxious music)
The CEO of Abercrombie and Fitch, Mike Jeffries, is up-front about his marketing and sales strategy: appeal to “cool” and “popular” kids to make the brand distinctive and desirable. While anybody can wear other brands, only those who fit an ideal body type can have the privilege of sporting Abercrombie and Fitch tees and jeans. How does Jeffries achieve this goal? The Abercrombie and Fitch advertisements use models who are “all American” (white and skinny), the stores employ similarly small...




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