The Ask.
Abercrombie & Fitch (A&F) was criticized for its exclusive marketing and leadership under CEO Michael Jeffries. This project explored how A&F's culture became exclusionary and the impact it had on employees, customers, and investors.
The Process
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Research Abercrombie & Fitch’s history and evolution, studying how it grew from an outdoor goods company to a global fashion brand.
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Analyze Michael Jeffries' leadership style and how his focus on exclusivity and appearance affected A&F’s culture, marketing, and employees.
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Research the impact of Jeffries' actions, including legal issues, discrimination claims, and the leadership shift towards inclusivity.
Skills Used
Research & Analysis
Case Study Development
Google Workspace
Ethical Decision Making
The Outcome.
A case study based on the negative impact of A&F's exclusivity, revealing how the company's unethical marketing strategies led to a loss of trust from employees, customers, and investors. It also showed how a shift in leadership helped A&F evolve into a more inclusive brand, with better workplace policies and a broader customer appeal. This case study helped me understand the importance of inclusivity in branding, improve my ability to assess business strategies, and sharpen my skills in handling ethical challenges in the workplace.
