Uniformity and a strong brand equity are important pillars of any company. However, developing a unique and consistent brand can sometimes result in undesired outcomes. Abercrombie has had multiple lawsuits against them for discrimination both towards customers as well as towards their employees. Through this article, I asked myself whether it is possible to create an exclusive brand without being exclusionary. In essence, it is. However certain values must be prioritized over interest in profit.
In a 2004 lawsuit against Abercrombie, the company was accused of hiring a disproportionate sales force and once again in May of 2013, Abercrombie’s CEO openly stated that the company only sells to ‘thin and beautiful’ customers. From a social critique point of view, statements made by both the CEO and the company’s recruitment division as seen in this article may be seen as derogatory. However from a strictly business approach, Michael Jeffries (CEO) makes a valid claim. He suggests that when a company becomes “totally vanilla, you don’t alienate anybody, but you don’t excite anybody, either.”
Abercrombie takes a differentiation approach by focusing on a targeted group of consumers, the young and popular. And even with the negative spotlight due to the large consumer base it marginalizes, the company thrives. From a socially responsible perspective, Abercrombie maintains its specific consumer base and expresses that equality is not part of its core values.
Sources referenced-
Articles:
Murray, Rheana. “Abercrombie & Fitch Targets Skinny Shoppers, Won’t Sell Larger Sizes for Plus-sized Women .” NY Daily News. Daily News, 9 May 2013. Web. 23 Sept. 2014.
Leung, Rebecca. “The Look Of Abercrombie & Fitch.” CBSNews. CBS Interactive, 24 Nov. 2004. Web. 23 Sept. 2014.
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