In the past years Abercrombie & Fitch relied on the exclusionary marketing policies. The company received very positive image by selling high quality clothes that only the good looking people could buy. However, now there are complaints about the exclusion of plus-size people and the company has to decide to follow its principles or to be more inclusive. Abercrombie & Fitch was established at the end of the XIX century and used to sell clothes and equipment for hunters and fishermen. Starting from 1988 the company focuses only on the apparel and its key customers are young people. In 1992 Michael ...
Essays on Abercrombie & Fitch
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Problem Statement
In the given case study, the CEO and management of Abercrombie & Fitch is encountering a difficult decision-making situation in relation to finding an appropriate solution to respond their ‘sizeism’ controversy while preserving their brand exclusivity. Abercrombie & Fitch has always focused on a very precise target market of young, good-looking, svelte, sexy and fashionable customers. Not offering the plus sizes for women has infuriated the business with intense criticism of being aggravating the problems of gender stereotyping and body image. However, from the organizational perspective, offering plus sizes would bring about additional manufacturing and logistics challenges while giving an impact ...
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