Oskar Wallin Comm 101

Tek Kitt Ong posted an interesting story on his blog about Abercrombie and Fitch and their marketing strategy. The former CEO of the company, Michael Jeffries said that he only wants attractive people to wear their clothes. The business even decided to only produce sizes 14 and under for men. They are losing a lot of potential clients this way. However, Tek Kitt argues that this idea could be successful as this image will be appealing to a lot of people.

I would say that he is correct, it is appealing to a lot of people. However, I believe that these policies will effect the company and its image in the long run. People still associate A&F with some of the controversial comments made by Jeffries and other managers. Personally, I don’t believe this type of high school like exclusiveness is a sustainable strategy (Berfield, Susan). I believe that that hype will eventually die and the business will be facing an uphill battle to fight this. The best way for the business to move forward would be to invest in a new marketing campaign based on new values and expanding their clothing options to suit a larger number of people.

Works Cited:

Berfield, Susan. “How Abercrombie & Fitch and CEO Michael Jeffries Lost U.S. Teens.”Bloomberg.com. Bloomberg. Web. 18 Nov. 2015.

Ong, Tek Kitt. “Tek Kitt Ong’s Blog | Just Another UBC Blogs Site.” Tek Kitt Ongs Blog. Web. 18 Nov. 2015.