Abercrombie & Fitch created a brand image that set themselves apart from other popular retail stores such as Hollister and American Eagle. But, was it a brand image that should be valued by those across the world? Abercrombie & Fitch created a serious problem due to their brand image and staffing ideas, and should look for alternative ways to staff their stores.
What’s the problem with Abercrombie & Fitch and their brand image? Abercrombie & Fitch created a target market that appeals to 18 and 22-year-old college students to create an All-American, collegiate image. In addition, Abercrombie & Fitch wanted mostly white, youthful, and attractive models (Phillips & Gully, 2015). How did Abercrombie & Fitch recruit these types of people? Abercrombie …show more content…
During the recruiting process, Abercrombie & Fitch narrowed the applicant pool to those who were in fraternities and sororities (Phillips & Gully, 2015). Abercrombie & Fitch wanted to attract those who were part of a fraternity or sorority due to the qualities that they thought the males and females possessed. Abercrombie & Fitch believed that males who were part of a fraternity liked sports, partying, and girls. The females who were part of a sorority were believed to have fun and shop (Phillips & Gully, 2015). The problem with Abercrombie & Fitch’s brand image was that the company violated a number of federal laws. For example, unlawful (discriminatory) employment. Unlawful or discriminatory employment practices is defined as “employment practices that unfairly discriminate against people with characteristics protected by law” (Phillips & Gully, 2015). Abercrombie & Fitch violated this law because their target market wants 18 to 22-year-old individuals working for their company, discriminating against those who are either above or below that age. Also, Abercrombie & Fitch violated Title VII of the …show more content…
Abercrombie & Fitch added more blacks, Hispanics, and Asians to its marketing materials. In addition, Abercrombie increased its diversity in areas such as hiring and promotions, advertisements, and catalogs (Greenhouse, 2004). I agree with all those improvements, but the one that I think is a great start to eliminating discrimination throughout the company would be diversity throughout advertisements and catalogs. To get rid of Abercrombie & Fitch’s vision of having mostly white, all-American models, catalogs are a great way to advertise the improvements Abercrombie & Fitch has made so far. Since they hired more blacks, Hispanics, and Asians to its company, catalogs could help spread the word and really show just how diverse their company is now and how they are putting their past behind them. Abercrombie & Fitch has made great strides with altering their brand image in a way that will help eliminate discrimination. There can be more to be done, but I think these improvements are a good
What’s the problem with Abercrombie & Fitch and their brand image? Abercrombie & Fitch created a target market that appeals to 18 and 22-year-old college students to create an All-American, collegiate image. In addition, Abercrombie & Fitch wanted mostly white, youthful, and attractive models (Phillips & Gully, 2015). How did Abercrombie & Fitch recruit these types of people? Abercrombie …show more content…
During the recruiting process, Abercrombie & Fitch narrowed the applicant pool to those who were in fraternities and sororities (Phillips & Gully, 2015). Abercrombie & Fitch wanted to attract those who were part of a fraternity or sorority due to the qualities that they thought the males and females possessed. Abercrombie & Fitch believed that males who were part of a fraternity liked sports, partying, and girls. The females who were part of a sorority were believed to have fun and shop (Phillips & Gully, 2015). The problem with Abercrombie & Fitch’s brand image was that the company violated a number of federal laws. For example, unlawful (discriminatory) employment. Unlawful or discriminatory employment practices is defined as “employment practices that unfairly discriminate against people with characteristics protected by law” (Phillips & Gully, 2015). Abercrombie & Fitch violated this law because their target market wants 18 to 22-year-old individuals working for their company, discriminating against those who are either above or below that age. Also, Abercrombie & Fitch violated Title VII of the …show more content…
Abercrombie & Fitch added more blacks, Hispanics, and Asians to its marketing materials. In addition, Abercrombie increased its diversity in areas such as hiring and promotions, advertisements, and catalogs (Greenhouse, 2004). I agree with all those improvements, but the one that I think is a great start to eliminating discrimination throughout the company would be diversity throughout advertisements and catalogs. To get rid of Abercrombie & Fitch’s vision of having mostly white, all-American models, catalogs are a great way to advertise the improvements Abercrombie & Fitch has made so far. Since they hired more blacks, Hispanics, and Asians to its company, catalogs could help spread the word and really show just how diverse their company is now and how they are putting their past behind them. Abercrombie & Fitch has made great strides with altering their brand image in a way that will help eliminate discrimination. There can be more to be done, but I think these improvements are a good