A&F Case

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III. Executive Summary Abercrombie & Fitch is one of the most famous apparel retail industry that have done a wonderful job to stay in the market position despite the changing trends and lifestyles that generations have nowadays. It’s hard to keep intact with fashion trends because once you cannot cope up with the changing lifestyle of your consumers, you can expect to have a decrease in your sales and market share in other countries. The industry offers a lot of new and existing potential competitors especially in the fashion industry; you’re not just competing within the U.S. brands but also with European brands that are getting popular in all over the world. They are also products that can substitute with branded apparel, some…show more content…
3. Political and Legal Issues Abercrombie & Fitch is one of the most famous retail chains that have done a wonderful job of appealing to fashion conscious teens and college students. Based on a recent survey, Abercrombie & Fitch was shown to be the sixth coolest brand in the world. But despite being successful in the industry they also have a lot of negative issues surrounding the clothing brand. Abercrombie & Fitch has remained uncompetitive since the recession hit in 2007 and its shares have fallen more than 33 percent this year, but the financials aren’t the only thing that disappoints the people, there are still a lot more of issues. In 2004, the clothing brand has faced a number of lawsuits over discriminatory hiring. Eduardo Gonzales, a lead plaintiff said he was urged to apply for an overnight stock position and that the store manager favoured two white applicants in a group interview. The clothing brand was also under fire for producing its catalogue “the quarterly”, which was called soft core porn by many groups because of its erotic photographs along with a sexual advice from a renowned porn star. The National Coalition for the Protection of Children and Families, and Focus on the Family both
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