I tried this Abercrombie & Fitch trick that’s all over the Internet (2024)

FAQs

What did Abercrombie and Fitch do wrong? ›

A year later, Abercrombie was under fire over its hiring practices. In 2003, a group of former and prospective employees filed a class-action lawsuit against Abercrombie, claiming that the company refused to hire them or fired them on the basis of their race.

And it was just two years ago that the Netflix documentary White Hot came out, which traced Abercrombie's decline as its over-sexualized imagery and occasionally racist products fell out of favor with the millennial consumers who had grown up with the brand.

Abercrombie & Fitch has shed its perfume-filled mall stores, shirtless models and logo sweatshirts to win over Millennials and Gen Z. It's working.

For a considerable period, the brand faced backlash for its refusal to produce clothing in larger sizes, specifically XL or XXL. This exclusionary approach alienated many potential customers and led to accusations of body shaming and discrimination.

The EEOC lawsuit alleged that the 18-year old Muslim applicant was asked about her headscarf and religion during her interview, then denied a job as an "impact associate" in Abercrombie's Great Mall outlet in Milpitas, Calif., for discriminatory reasons.

⁶ Abercrombie was also criticized for its environmentally harmful practice of burning unsold clothes rather than donating them.

All that to say, the brand is back with a vengeance — and better than ever. And many members of the Shop TODAY team eagerly jumped on the brand's revival, stocking up on everything from high-waisted jeans to body suits, and proving that it's not just for the teens anymore.

Abercrombie & Fitch

Abercrombie & Fitch Trading Co / Parent organization

Moreover, Abercrombie & Fitch strategically aligns its influencer partnerships with its target audience, typically individuals aged 25 to 29 who are financially independent yet still navigating their life journey.

A&F, whose controversial history was chronicled in a 2022 Netflix documentary, hired the likes of Taylor Swift, Lindsay Lohan and Lana Del Rey back in the day to show off their latest threads in ad campaigns and catalogues.

What age group wears Abercrombie and Fitch? ›

A&F aims 15-25 y olds but you can wear their stuff well into your 30s and 40s if you dont wear anything with logo on it.

The decision to do away with the signature "A&F" design and other logos highlights how even established brands need to redesign and evolve their products to keep up with the changing style preferences of their customers.

The Downfall: Controversies and Outdated Branding 📉

However, the brand's hyper-sexualized image and lack of inclusivity led to its downfall. Discrimination lawsuits and insensitive comments from its CEO further tarnished the brand's reputation.

The company's brand image is heavily promoted as an international near-luxury lifestyle concept.

The civil suit claims that Abercrombie & Fitch gave Jeffries access to resources to host events where the sexual exploitation of the young men took place during his tenure as CEO, claims uncovered in the BBC investigation. For years, Jeffries has remained a controversial figure outside of the alleged sex crimes.

On June 1, 2015, the Supreme Court ruled 8-1 in favor of religious job seekers. The Court held that a job seeker suing for religious discrimination only has to show that their need for a religious accommodation–such as wearing a headscarf–was a “motivating factor” in the employer's decision not to hire.

Why should we boycott Abercrombie and Fitch? Abercrombie and Fitch had a discrimination lawsuit filed against them. They were accused of discriminating against everybody but white men. They had a CEO, Mike Jeffries, who was problematic.

A group of 96 individuals has filed a lawsuit against upscale tour operator Abercrombie & Kent, with each plaintiff claiming a loss of upwards of hundreds of thousands of dollars as a result of a fraudulent marketing scheme.

Religious discrimination

A&F was charged for discrimination against an employee at a Hollister Co. store in California. The employee claimed they were criticized for wearing a hijab in store. The Muslim college student had been hired at an interview where she had worn a hijab as well.