The highly competitive fashion business demands that companies be extremely inventive in their promotion strategies. Mass-market brands targeted to youth audiences sometimes choose provocative and controversial ways of brand promotion. Calvin Klein, FCUK, Benetton, Diesel all these brands are famous for their controversial and provocative advertising.
Established in 1892, Abercrombie & Fitch started as an upscale brand of sports outfit. Its clients' list included Theodore Roosevelt and Ernest Hemingway. After passing through a serious crisis in the '80s and a bankruptcy, it was bought by The Limited, Inc., the company that owns Victoria's Secret, Bath & Body Works and La Senza, etc. When Mike Jeffries, an ambitious manager, came in as chief executive in 1992, the company had 20 U.S. stores, a handful of outlets in Canada and was losing $25-million a year selling classic, "frumpy" preppy styles. Jeffries proposed an unexpected plan of brand restoration and Abercrombie turned......
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Approximate Word Count: 2836
Approximate Pages: 11 (260 words per double-spaced page) |