Friday, 8 November 2013

They have finally came around!

Abercrombie & Fitch, the unfamous brand known for its controversial ideas of only 'good-looking', 'rich' and 'young' people purchasing and wearing there products. However if you are not one of these an you are seen wearing the brand, its known a crime. Personally, I feel they are very small minded, and for a market like today, with many competitors on the market such as Jack Wills, Fred Perry & Sol Cal, having this stuck up, picky attitude can affect sales, and also reputation & consumers. Fitch's CEO Mike Jeffries, clearly states in many interviews what they're ideal customer is. “We hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don't market to anyone other than that.”. Another point Fitch are known for creating ambush in the media was Jeffries stating that they will never donate they're clothes to 3rd world countries, as they don't want to create an 'image'.

Degrading enough for the average shopper? Personally it puts me off, even just to go in there, let alone purchase a garment. However, due to major falls in sales (30% last year), Fitch has had to set back, and become more open minded, so branch out there customer audience, to boost sales and create more of a positive reputation. It was only announced recently that they will start selling woman's garments above large, and also expanding with a shoe collection. The womans new larger collections will accompany larger, more boarder shapes, bringing more woman and girls into store. I feel this I a huge improvement to the brand, which should of been sorted ages ago, especially during its media ambush.


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