Along time ago I would see the girls and guys in middle school wearing preppy clothes from Abercrombie & Fitch. As a young slim teen in middle school, that was the only clothing that fit me perfect. Yes, it is expensive clothing and yes, it was only to be worn by attractive and preppy people with an enthusiastic personality. As a kid, I never once thought about the message Abercrombie & Fitch was giving to their audience. All I thought about was what I found nice and good looking on the shelves and tables inside their store.
For years now, Abercrombie & Fitch has been faced with all sorts of discrimination and sexual harassment. In middle school, all I wanted was to fit in and feel comfortable in the clothing I wore. Abercrombie & Fitch began being accused of the company being racist because all models were Caucasian Americans with light hair, beautiful eyes, and a great body. All the models were attractive men and women with great bodies. The image they were presenting to their audience was provocative and parents felt it sent a wrong message to their young teens. Since that accusation, Abercrombie & Fitch strongly enforces diversity in their company, but still continue the provocative good-looking atmosphere in their store.
Another mishap with the company was when a photographer was charged with sexual harassment when a model claimed that the photographer asked him to masturbate during his photo-shoot to relax the model. Abercrombie & Fitch has been faced with many unethical behaviors and a popular one would be when the CEO of Abercromibie & Fitch had an interview about the company, claiming “we hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don’t market to anyone other than that,” CEO Mike Jeffries said at the time. An apology was made, but the company continued to advertise attractive good-looking people.
With all these unethical behaviors, how is the company still in business. I believe it is because of their brothers and sisters in the company, Gilly Hick’s and Hollister keeping them alive. Even though Abercrombie & Fitch has been through unethical behaviors, the company has grown and changed their ethics. After reading these stories about Abercrombie & Fitch, what will happen to the company when the CEO retires?