In early May 2013, Abercrombie & Fitch, a high end clothing retailer in the U.S., confronted a loss of consumer self-assurance in its brand after quotes made by its own CEO in an interview seven years earlier re-emerged. His interpretation encouraged the perception that the company was biased against heavy individuals. In rejoinder, angry consumers disentangled a YouTube video entitled #FitchTheHomeless advocating people to give their Abercrombie & Fitch clothes to destitute individuals. This video went viral and inspired adverse feedback to the business from both social media networks and mainstream media outlets.
Abercrombie & Fitch's first reply arrived 12 days later with a second excuse issued. Nevertheless, the controversy continued, and by June, Forbes announced that the BrandIndex Impression of the company was at an all year low. Will Abercrombie & Fitch be able to reverse the negative feedback and regain its consumers' loyalty? You may also like: Fitch and Abercrombie, Mountain Dew: The Most Racist Soft-drink Commercial in History? Domino's Pizza Karen Robson is affiliated with Simon Fraser. Colin Campbell is affiliated with Kent State. Justin Cohen is affiliated with UniSA.
PUBLICATION DATE: October 03, 2013 PRODUCT #: W13420-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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