Abercrombie And Fitch Campaign Analysis

To distinguish Abercrombie from the old brand image the plan is to set up a campaign where people can return clothes, irrespective what kind of brand. Abercrombie and Fitch will receive those cloth, improve them and then give them away to charity. For instance, to third country kids who need cloth. The idea behind this approach is, that the company gets as far away as possible from their previous image. The image, that only rich and beautiful people can wear A&F. H&M did a very similar campaign called “Brings zurück” they give people the possibility to return any kind of clothes weather H&M or any other brand. They ether give the old cloth to second hand shops so they can be worn by other people or they recycle them to produce new cloth 99% are being reused or recycled and the last 1% is used to produce energy. They did this campaign and are still doing it since they …show more content…
Since the previous CEO of Abercrombie and Fitch stated: “Abercrombie & Fitch doesn't want to create the image that just anybody, poor people, can wear their clothing.” The company also purportedly burns faulty clothing, rather than giving it to charity. (Alexander, Ella. 2013.)
In general research shows, that charity events and in general social work has a great amount of positive impact on companies. Concerning public relations, it will have a beneficial influence, since the media will report about such events. That leads to positive publicity. Furthermore, social media will easily pick up stories concerning the common wealth and charity events, which will lead to a positive brand image. That however will give the company a better reputation. Especially for Abercrombie & Fitch this is of great importance. Besides, in the end, concerning everything said above, a charity event will lead to higher profit. ("Why charitable giving is important to businesses",