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abercrombie and fitch Archives - The Punk Rock MBA

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July 13, 2018

Why Abercrombie & Fitch failed + won’t come back

Abercrombie & Fitch (and their sister brand Hollister) were on top of the world for over a decade, until they suddenly fell off a cliff and became incredibly uncool almost overnight. So what happened?? And more importantly, what does it mean for you if you are interested in marketing, fashion, apparel or starting your own brand? In my opinion as someone who worked there for 4 years in design and marketing, I think it comes down to their culture which is frankly out of touch with the world in 2018. They created a company that was built around the aspirational image of a person who is no longer cool: rich white people... the captain of the football team or whatever. And that is just painfully out of touch with what youth culture is today. Here's my thoughts on why they failed, why they won't come back, and what it means…
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