The Rise and Fall of Abercrombie & Fitch Under Mike Jeffries

Abercrombie & Fitch, once an iconic brand of American cool, reached its peak under the leadership of CEO Mike Jeffries. Jeffries transformed the company into a cultural phenomenon, renowned for its provocative advertisements and exclusionary marketing strategy. However, allegations of exploitation, racial discrimination, and a toxic work culture led to the downfall of both Jeffries and the brand. This article explores the impact of Jeffries’ reign and the lessons that can be learned from Abercrombie’s turbulent journey. Discover how Abercrombie utilized shirtless models, pungent cologne, and dimly lit stores to captivate American teens and pre-teens in the early 2000s. Explore the controversial statements made by Jeffries himself, shedding light on the brand’s targeted approach towards only the “cool kids” and its emphasis on attractive, all-American aesthetics. Unveil the dark side of Abercrombie’s cool as allegations of exploitation and discrimination surface, from the exclusion of larger-sized women’s clothing to lawsuits accusing the company of bias in its hiring and advertising practices. Delve into the consequences faced by Abercrombie, including a class-action lawsuit and a Supreme Court battle, which ultimately exposed the flaws in its exclusionary practices. Discover the decline of the once-thriving brand, marked by falling sales and a loss of financial momentum. Reflect on the legacy of Mike Jeffries and the cautionary tale of Abercrombie & Fitch, offering insights into the importance of inclusivity and diversity in today’s society.