I tried this Abercrombie & Fitch trick that’s all over the Internet (2024)

FAQs

What went wrong with Abercrombie and Fitch? ›

And it was just two years ago that the Netflix documentary White Hot came out, which traced Abercrombie's decline as its over-sexualized imagery and occasionally racist products fell out of favor with the millennial consumers who had grown up with the brand.

Prior to a legal settlement, Abercrombie was allegedly hiring predominantly from white sororities and fraternities. Abercrombie and Fitch has faced a number of lawsuits over discriminatory hiring practices — including recruiting at predominately white sorority and fraternity houses.

3:03-cv-02817, filed in June 2003, alleged that the nationwide retailer Abercrombie & Fitch "violated Title VII of the Civil Rights Act of 1964 by maintaining recruiting and hiring practice that excluded minorities and women and adopting a restrictive marketing image, and other policies, which limited minority and ...

The civil suit claims that Abercrombie & Fitch gave Jeffries access to resources to host events where the sexual exploitation of the young men took place during his tenure as CEO, claims uncovered in the BBC investigation. For years, Jeffries has remained a controversial figure outside of the alleged sex crimes.

“Discrimination was their brand,” says Benjamin O'Keefe, who started a viral petition to boycott the brand in 2013 until they made their clothing for teens of all sizes. “They rooted themselves in discrimination at every single level.”

The Downfall: Controversies and Outdated Branding 📉

However, the brand's hyper-sexualized image and lack of inclusivity led to its downfall. Discrimination lawsuits and insensitive comments from its CEO further tarnished the brand's reputation.

The company is noted for its use of "brand representatives" (aka "models") as in-store customer service staff. Previously, the models were required to buy and wear only A&F clothing at work.

The new Abercrombie is also less focused on reacting to fashion trends and appeasing high school hierarchies, and more on equipping a new generation of 20-somethings with basic, quality pieces appropriate for weddings and work, well-fitting denim, and sturdy workout apparel.

Challenging Employment Discrimination

In June 2003, LDF filed a class-action lawsuit, Gonzalez v. Abercrombie & Fitch Stores, against national clothing retailer, Abercrombie & Fitch.

Abercrombie & Fitch

Abercrombie & Fitch Trading Co / Parent organization

Why did Abercrombie remove logo? ›

Jeffries said that Abercrombie has been cutting costs, which is allowing it to achieve lower prices, the Wall Street Journal reports. The shedding of logos on most Abercrombie clothing is the company's latest rebranding effort as it regains its footing from a over decade of bad publicity.

Abercrombie & Fitch appears on track for a second year of double digit sales growth - its first such streak in more than a decade. The company, which also owns Hollister, has told investors it expects sales this year to rise 10% from 2023. That is nearly double its prior forecast, and comes after a 16% surge last year.

Abercrombie & Fitch (ANF) shares plunged Wednesday after the clothing retailer's chief executive officer raised concerns about the economy affecting the retail market. CEO Fran Horowitz said in the company's second quarter financial release that “we are continuing to operate in an increasingly uncertain environment.”

After losing $1 million in 1975, Abercrombie & Fitch Co. filed for chapter 11 bankruptcy in August 1976 and finally closed its doors in November 1977. Oshman's, a sporting goods retailer, acquired Abercrombie & Fitch Co. in 1978 for $1.5 million ($5.2 million in 2013 dollars).

Perhaps most importantly, Abercrombie rebranded itself into a more equitable retailer after it earned a reputation for racism, toxicity and exclusivity.

A group of 96 individuals has filed a lawsuit against upscale tour operator Abercrombie & Kent, with each plaintiff claiming a loss of upwards of hundreds of thousands of dollars as a result of a fraudulent marketing scheme.