The case that I am going to talk about really surprised me and it's related with a brand that I am familiarized with.
Abercrombie has been making a lot of statements about who shouldn't be wearing their clothes.
In my opinion the brand should start focusing in giving reasons for customers to keep buying their clothes because each effort that the brand did to narrow its target segment and have the association that it considered adequate in consumers minds only damaged its image.
I am going to mention two examples of practises that the company did and that were questionable.
The first example was seen in class and consists in paying the Jersey Shore cast members not to wear Abercrombie and Fitch clothes.
Despite the fact that Jersey Shore is a show with a bad reputation and the brand didn't want to be associated with it, Abercrombie should rethink if this practise is going to be harm the brand instead if improving its image...
The second example is the fact that Abercrombie doesn't sell sizes for large women.
Mike Jeffries (CEO) admits that he doesn't want larger women shopping in his store, he wants thin and beautiful people like the employees that are called models.
Abercrombie and Fitch CEO actually stated: " We want to market to cool, good-looking people. We don't want to market to anyone other than that"!
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