strat comm final

Rediscover Your Roots
N. JAKEL
Communications

1
Table of Contents
Introduction
Executive Summary... 2
Agency Mission Statement... 2
Objectives
Marketing... 3
Communications... 3
Time Frame (See Media Strategies)
Background
Historical Context... 4
Situation Analysis... 5
SWOT Analysis... 6
Research
Objectives... 7
Target Markets... 8
Campaign Strategy... 9
Message
Boom Factor... 10
Media
Media Objectives... 20
Media Strategies... 21/22
Media Choices... 22
Engagement Programs
Internal... 24
External... 24
Evaluation
Criteria for Success... 25
Appendix
Bios... 26/27
References... 28

Table of Contents
Introduction
Executive Summary
Abercrombie and Fitch was established in 1892 and was originally a sporting and
excursion goods store. Over time, the brand has transformed itself into a market for
young teens and adults who seek beauty and acceptance in society. The public now
sees Abercrombie and Fitch as a brand who only wants a specific elite demographic
representing their brand.
The greatest aspects of our branding campaign is to eliminate negative
connotations about Abercrombie and Fitch by redirecting the brand in a more positive
light. Doing so by highlighting adventure, emphasizing strong friend and family
ties, and above all finding yourself. After our campaign is implemented, consumers
will feel empowered to shop at A&F, a place where they can express themselves in a
fashionable way and feel great about themselves.
Agency Mission Statement: N. JAKEL strives to successfully conceptualize a superior
brand image which will boost sales and revenue for their client.
2

Objectives
Marketing: Increase sales by 5%
Communications: Achieve 75% awareness and 70%
comprehension for this new corporate branding message
3

History Founded in 1892, in NYC, by David T. Abercrombie to
sell hunting and fishing equipment under the name
“David T. Abercrombie Co.”
In 1900, Ezra Fitch bought a large portion of the
company and thus “Abercrombie and Fitch” was born.
In 1939, it was the “greatest sporting goods store in
the world” with clients including Ernest Hemingway
and Teddy Roosevelt.
In 1992, CEO Michael Jeffries was hired under the
guidance of The Limited and took the brand in a
preppy casual direction, but tried to hold on to some
of the outdoors inspiration.
In 1999, pop/rap group LFO came out with the song
“Summer Girls” that had the lyric “I like girls who
wear Abercrombie and Fitch, I’d take her if I had one
wish,” making it “cool” to wear the brand.
In 2006, CEO Mike Jeffries stated that the brand was
based on exclusivity and sex appeal.
In 2013, the brand caved in to advocates and started
offering larger sizes, but still featured very skinny
models.
In 2014, Jeffries left the company after 11 straight
quarters of decline.
In 2014, the brand began to phase out logos.
In April 2015, the brand did away with the shirtless
male greeters.
In Summer 2015, the brand got a new creative
director, Katie Kuethe.
4

Situational Analysis
Competitive Forces
Main competitors of Abercrombie & Fitch include: American Eagle Outfitters, Aeropostale, H&M, and Forever 21. These brands are fast
fashion focused, meaning there is frequent turnover of new merchandise that is manufactured to create the lowest price.
Economic Forces
Consumers sometimes find Abercrombie & Fitch products to be more expensive than their competitors such as H&M, American Eagle,
and Forever 21. For example, a dress produced by Abercrombie & Fitch costs $44.00. At Forever 21, a very similar dress costs $22.90.
Customers are often seeking the best prices they can find, so Abercrombie is not the first choice for consumers. If Abercrombie wants to
increase consumer purchases, lowering prices that match the competitors is a more effective way to compete.
Political and Legal Forces
Abercrombie has faced regulations for legal matters such as discrimination and diversity lawsuits because some individuals “look” did
not qualify them for employment, ads, or catalogs. Abercrombie had a settlement of $40 million collectively to several minority and
female plaintiffs. The company faced a violation of the workplace discrimination law from a muslim job applicant due to her wearing a
hijab. Abercrombies CEO spoke about only elite customers being allowed to shop at the store and that Abercrombie does not target “fat”
customers who could be attracted to their company.
Technological Forces
As far as technology goes in promoting Abercrombie & Fitch, they are primarily promoted online. They utilize social media advertising as
well as banner ads on other websites.
Sociocultural forces:
Since the recession, there’s been a general decrease in consumer spending and more popularity in inexpensive clothing and brands such
as: Forever 21, Charlotte Russe, and H&M. There’s less time and money spent at a traditional shopping malls where A&F is typically
located thus resulting in an overall decrease in sales. A&F targets young adults with a strong ‘sex appeal’ but recently sociocultural norms
have moved to acceptance of all body types. Although the CEO of A&F wants to keep the reputation of being a “sexy, skinny brand,”
today many people have accepted larger body types as a norm and encourage plus sizes to bring out the beauty in every body.
5

SWOT Analysis
STRENGTHS
·Increased global expansion
·In-store experience is a main form of advertising
·Good brand name worldwide
·They are a very large retailer of casual clothing and have
subsidiary brands that go along with it
·Abercrombie & Fitch has two brands: Abercrombie Kids and
Hollister Co
WEAKNESSES
·Net loss of $63 million
·Drop in total sales
·A&F has received bad press from CEO Mike Jeffries who said
they only hire “good looking people”
·Jeffries caused a controversy when he said, “Candidly, we go
after the cool kids. We go after the attractive all-American kid
with a great attitude and a lot of friends. A lot of people don’t
belong [in our clothes], and they can’t belong.”
·Controversies arose when they did not have XL and XXL sizes
OPPORTUNITIES
·Further expansion into categories such as shoes, jewelry, and
bags
·Seasonal clothing needs and trends such as back to school,
winter, and summer looks
·The body movement. People are looking to feel content in their
own skin and not strive to be something that they are not
·The “visual search” is becoming more common (the idea of
describing what you like and the website offers you options that
would suit what you want)
·Wearable technology is on the upward incline
THREATS
· Competitors have lower prices
·Decline in the general economy
·Increased agreement that body shaming and exclusive sizing is
unacceptable
·Reduced desire to visibly wear logos and brand information
·Less public image issues in other companies such as offensive
statements released
6

Research
Objectives:
1.) To understand how the consumers perceive Abercrombie and Fitch
2.) Gain insight on what consumers expect from a brand experience
3.) Gather consumer opinions on an outdoors inspired brand
PrimaryResearch
We conducted a survey on Qualtrics that was sent to people in our target market. We received responses from males and
females ages 12 to 17. The focus of this survey was to discover Abercrombie & Fitch’s brand awareness and loyalty. We asked
questions about experiences, important factors while shopping and feelings towards outdoor apparel.
We discovered that 80% of our respondents have shopped at Abercrombie & Fitch and 55% of those people are indifferent
to the brand. Also 60% of people would not recommend the brand to others. Price, quality and appearance are most important
to people when shopping for apparel and popularity and brand name are least important. We found that 50% of respondents like
outdoor apparel and 40% neither like nor dislike outdoor apparel.
SecondaryResearch
From looking at product reviews from current/previous buyers of Abercrombie products, the main and most passionate
complaints is that the customer service and online delivery time are terrible. Online customers often find that their clothing does
not get to them when it should, and even when it does, the order is often wrong. When trying to figure out the problems for
customers, employees of Abercrombie are of no help and ignore them. When looking into reviews of Abercrombie’s top competitors,
such as Forever 21, Aeropostale, and H&M we gained insight on what these companies do well so we could see where Abercrombie
falls short. They have cheaper prices, welcoming customer service, and a variety of sizes.
We looked at recent popular fashion blogs (such as: Charlotte Groeneveld of The Fashion Guitar, Natalie Joos of Tales of
Endearment, and Krystal Bick of This Time Tomorrow) to revitalize the brand with fashions that are “in.” Abercrombie has not
been keeping up with the newest trends and needs to capitalize on these ideas.
7

Target Audiences
Lily:
Lily is approaching her 16th birthday. She is a northerner who loves
the mountains and has a great appreciation for all of her jeans. Lily
knows no day is wasted while outdoors, and takes any opportunity
she can to wear her boots and match her friends with their favorite
flannels. Lily is no stranger to the high-school trends and believes
setting a precedent is important as she hikes through the school
hallways with a smile on her face and a Abercrombie and Fitch
sweater on her back.
Nathan:
14-year-old Nathan lives on a lake and spends quality time with his
father sitting on the dock fishing. Nathan wears his lucky bucket
hat from Abercrombie and Fitch when he goes fishing with his dad;
it has caught some legendary lake trout. He appreciates the quality
in all of A&F’s clothes because he knows no matter how rough the
waters get, the clothes will always last.
James and Elizabeth:
James and Elizabeth know that it is not always easy to get their
children off their electronics and out of the house, but they do know
if they encourage their children with an opportunity for style and
sunshine they will more than happily go to the camp site. James
and Elizabeth are still young, both in their early 30s, very well off
and eager to spend their discretionary income to make memories
with their growing children. The family loves traveling across
the country and camping from California to Colorado in their RV.
Elizabeth brings her middle school graduates to the mall often to
visit Abercrombie and Fitch so she can sneak some of those hiking
socks she loves so much into their shopping bags.
8

Current Company Brand Position:
Abercrombie used to be a corporate brand that succeeded in holding itself to high standards. However, Abercrombie
took a negative turn once the CEO, Mike Jeffries, openly expressed that he only wanted good looking people to
work at his store, and that only size 10 and below would be carried by the stores. Aside from Jeffries, Abercrombie
does not have a positive customer service experience. Many customers are dissatisfied by the treatment they receive
by employees and do not find them helpful. Competitors have more affordable prices for similar products, making
Abercrombie known for being costlier.
New Company Brand Position:
Based on target market insights, we propose that Abercrombie and Fitch go all the way back to their beginnings in
1892 and adopt an outdoor and rugged trend. We want to introduce a refreshed look for Abercrombie & Fitch to
a new market. The 12-17 market is not too familiar with the brand. They were too young to be part of the market
that was loyal to the brand during it’s peak and then during the demise. Since 12-17 year olds did not lose a beloved
brand, their opinions which may be indifferent or negative, are less emotionally charged and therefore easier to
change. Bringing them a brand that pulls inspiration from hiking, camping, fishing, and other outdoor activities is
trendy, but not so much so as to enter an unsaturated market. Currently, Abercrombie and Fitch’s main competitors
are inexpensive, fast-fashion brands that are liked for the price, but known for their poor quality. A&F cannot get its
prices to that level without sacrificing the quality they have been known for since its creation. Instead, we will enter
a new market. One where our competitors will be the likes of J. Crew, Banana Republic, and L.L. Bean, but we’ll have
a younger, fresher spin on it. The 12-17 year olds can find their flannels, denim, and vests at a good quality, medium
to high price point, and with a youthful vibe.
Campaign Strategy
9

Rediscover Your
Roots
Abercrombie & Fitch is going back in time, and back
outside, to rediscover how things used to be.
10

Strategies
·Instagram contest to engage a new target market and enhance relationships
·Integrate a diverse staff into the stores, and feature them in advertisements to show A&F is for everyone and every body type
·TV or video ads focused on introducing the new brand and emphasizing the quality of the brand and what it stands for
·Revamp social media to perpetuate new brand image
Visual:
Our visual strategies sum up how we want Abercrombie and Fitch to be recognized by our customers: family-oriented, long-lasting,
and adventurous. Each video advertisement shows a different story and the same conclusion; No matter where your journey starts,
Abercrombie & Fitch is there with you until the end. The print and out of home advertisements reinforce this brand image showing that
these clothes are for everyone, especially the adventurous. Images that will be featured on social media shine light on those families and
friends who live for outdoor adventures and find great value in the small things like hiking and sitting by a bonfire.
Verbal:
Our strategy was mainly image based. As an apparel company, the visual aspect was necessary to show our new brand and reinforce the
image. There was little room for verbal, except for reinforcement purposes. We made sure to always include our boom factor “Rediscover
your Roots,” which underlines the importance of simply being who you are wherever life’s journey take you. We also have taken
advantage of using body copy in the advertisements to further emphasize our new image. Anecdotes about the new staff and models
clearly state who we want to attract to the brand: active, trendy and diverse teens.
11

Executions: Commercial
REDISCOVER YOUR ROOTS
A & F
17

Executions: Commercial
REDISCOVER YOUR ROOTS
A & F
18

Message Testing
To test our message we conducted three interviews with young adults within Abercrombie’s
target market of males and females 12-17 years old, as well as the secondary market of
these teenagers’ parents.
Our first interview was with a 16 year old female who goes to highschool in Lewiston, Maine. She considers herself a fashion-
forward, outdoor enthusiast, and her interests include hiking, reading, and swimming. When we asked her to describe her
ideal wardrobe she responded by saying, “I want to look fashionable in my clothes even though I’m into a lot of outdoor
things. I still want to look pretty in school while being able to do the things that I like.” Her main concern in a wardrobe is the
ability to remain comfortable and able to move in clothes that follow the current fashion trends. She mentioned that she really
enjoys scrolling through Instagram to collect ideas about clothing and new hiking spots. Abercrombie would be a fantastic fit
in satisfying all of her needs to explore the great outdoors, while still looking beautiful and fashion-forward.
Our second interview was with a 14 year old male who recently entered junior high-school in Denver, Colorado. He is an
adventure enthusiast, who has enjoyed fishing with his father from a young age, and now enjoys all outdoor activities from
dirtbiking to skiing. When we asked him how important his clothing choices were he responded, “I don’t care too much about
how I look. I buy clothes because they last through my adventures.” He is not generally concerned with how “fashionable”
his looks are, but more about if he can get a little dirty in them and feel comfortable. He told us that he loves to watch
skateboarding and dirtbiking videos on youtube and spends most of his indoor time doing just that. Abercrombie is a perfect
fit for him in the fact that we can nurture his love for getting dirty and finding adventure. Our clothing is centered around
comfort and discovery of yourself, and the world around you.
Our third and final interview was with a member of our secondary market. This woman is a 41 year old mother getting ready
to send her 17 year old daughter off to college in Ithaca, New York. This woman loves to clothing shop with her daughter, it
is one of their mother-daughter activities that she holds dear. When we asked her what kind of fashion brand she wants for
her daughter she told us, “I’m getting very tired of all of these unrealistically beautiful models. I want my daughter to feel
that she can just be herself to be beautiful.” Her main concern is a brand making her daughter feel like she has to change
herself to fit a definition of beauty. She wants her daughter to be comfortable and feel amazing in her own skin. She also told
us that, although she is not the most tech-savvy, she loves to spend time on Pinterest, finding things that her daughter would
love. Abercrombie satisfies all of her needs for a brand that encourages her daughter to embrace her own natural beauty. Her
daughter is a free-spirit and needs a brand that can help her to be herself, while looking breathtaking.
1
2
3
19

MediaMediaObjectives
Reach the target audiences:
1.) Male and female teenagers ages 12-17 years old. Our target market are people who
love dressing in style when going outdoors. Other members of our target audience
enjoy wearing outdoor inspired apparel everyday, not just when they explore nature.
2.) Parents of our primary target audience. They have discretionary income to spend
on their children’s clothes and value being stylish. They are adventurous and enjoy
outdoor activites.
GeographicReach
Advertisements will be distributed across the United States with relation to the size
of the population in each area. Abercrombie is often located in metropolitan areas,
so a good portion of our advertising will be located in this environment to ensure
the best outreach and potential gain of consumers.
20

MessageLength
• YouTube video ads-30 seconds each
• Bus Stop ads-68.5” H X 47.5” W
• Magazine Ads-Full page
(Teen Vogue: 9” H X 6.6” W Seventeen 10 7/8” H X 8 3/8” W)
Media Choices:
Social Media (Instagram, Pinterest, Twitter): Social media platforms, such as Instagram and Pinterest, will be used to maintain
a personal connection with consumers. These platform pages would enhance awareness of the brand because it is an easy way to show
off products. Twitter is also an effective way to reach out and interact with the customers.
Internet: YouTube advertisements at the beginning of videos related to the outdoors or fashion accounts will increase the number
of impressions for the campaign. YouTube videos are watched by millions of people everyday and advertisements appear before many
videos begin.
Magazine (Teen Vogue, Seventeen, Sports Illustrated, ESPN): Magazines with a high number of subscribers between the
ages of 12-17 will be used to advertise the brand. Sports Illustrated and ESPN will be used to target boys within our audience, while Teen
Vogue and Seventeen will be used to target the girls. This will increase the number of impressions the brand receives throughout this
campaign.
Out of House (Transit Bus Stop Ad): These transit advertisements will be placed in urban areas, such as New York City, where
buses are often used by consumers. Our target audience will see these ads while waiting for a bus to go to school or while they walk past
a bus station. The theme of the advertisements will feature trees and other parts of nature, distinguishing itself from an urban setting.
Television (TeenNick, MTV, Freeform, BET, Comedy Central): TeenNick, MTV, Freeform, BET, and Comedy Central are
networks that are often viewed by our target market. In this medium, specific advertisements will run depending on the channel and the
ages we are targeting. Certain networks will be used more often than others, such as Freeform since this channel is most viewed by our
target market. Shows such as Pretty Little Liars is aired on Freeform, attracting a large demographic between the ages of 12-17.
22

Media Budget
Most of our budget will be allocated towards Internet advertising because this is the medium
that our primary target audience visits most frequently. Television is also a medium that is
often visited by our primary target audience, and incorporates our secondary audience. Print
and out-of-home advertising are viewed moreso by our secondary audience than our primary,
and so they will be allocated the least amount of our budget.
23

Engagement Programs
Internal:
Objective: Get the employees more aware of the company rebranding and immerse them in the new mission so they are well-
informed and can help the company grow in the corporate offices while creating fresh looks for the company image as well as the retail
employees so they can better assist new and returning consumers to the best of the company’s ability.

Strategy: Corporate as well as retail will participate in Flannel Fridays during work. Corporate will be observed each friday on
their style as well as work ethic and have a contest at the end of each month to see which employee has reflected their company best
through the month and will receive an extra 10% discount on their employee discount for one purchase. Retailers will also wear flannels
on Friday and will have a commission competition each week and will calculate each employees sum at the end of each month. The
employee with the highest commission will receive an additional 10% discount on their employee discount for one purchase.
External:
Objective: Run a contest on Instagram to boost brand awareness among the target market and reinforce the brand image

Strategy: Abercrombie and Fitch will run a contest on their Instagram during the back to school season. Boys and girls will post
pictures depicting themselves returning to their roots while wearing their new A&F apparel. This could mean continuing family or friend
traditions, heading outside, or simply returning to school. They will use the hashtag “#AFbacktoroots” and the company will review
hashtags and repost the top 10 most popular pictures on their own account. Whichever person’s picture receives the most likes on
Abercrombie’s instagram account will receive a $500 back to school shopping spree.

Objective: Display in season fashion styles across high schools using employees and models to increase the reach of our target
market and promote sales for the in season fashions.
Strategy: During the winter and fall seasons, 30 Abercrombie and Fitch employees and 10 models will visit 25 lucky High Schools
across the Northeast to promote new in fashion styles for the upcoming colder seasons. During their visit, the employees will conduct
games like trivia about the corporation and administer prizes for those who can answer correctly. 10%, 15%, and 20% scratch off tickets
will be rewarded for free to all students who attend and will not expire for 6 months.
24

Evaluation
The three main goals of N. JAKEL agency were to increase sales by 5%, achieve 75% awareness and 70% comprehension for our new corporate
branding message. From August 2017 to July 2018, we expect both total sales and brand awareness to increase gradually. We plan on achieving
these goals by strategically placing our messages on the Internet, television, and in print and out of home. We will also carefully consider our brand
activation tactics.
The best months for our campaign will be August and September since that is the time for back to school shopping. A majority of our ads will run in
the summer months between June and September because that is when our target market is out of school and have free time to shop for the school
year ahead. Summer is also the time of year when most people are spending time outdoors, thus the slogan “Rediscover Your Roots” will come to mind
as people are buying apparel for outdoor activities. We will also release advertisements in the winter months because people will be shopping during
the holiday season.
25

Meet Our Team
Lauren Carlson: Lauren is a sophomore at Ithaca College majoring in Integrated Marketing
Communications. She transferred to Ithaca this fall and is a leadership scholar. On campus, Lauren
is managing social media accounts for two ICTV shows: Big Red Faceoff and Sketch Me If You Can.
She is also a member Ithaca’s chapter of the American Marketing Association (AMA) and American
Advertising Federation (AAF). Lauren’s future plans include working for a media buying and
planning company in Manhattan or Los Angeles.
Emily Delnicki: Emily is a transfer junior Integrated Marketing Communications major at Ithaca
College. She previously attended Pace University in New York City for two years, but decided to
transfer to Ithaca College for its excellent communications program, strong sense of community,
and for the beautiful area in which the campus resides. Emily is a member of AAF and plans to join
Women in Communications. This past summer, Emily was the marketing intern at Park Creek Senior
Living, where she got to plan events, update social media, and create the company’s newsletter.
Emily was born and raised in Buffalo, New York. When Emily is not outdoors or busy with
schoolwork, she likes trying new restaurants, going to art galleries, and watching movies.
Kristin Butler: Kristin is an 18 year old Freshman from Ho-Ho-Kus, NJ and is an Integrated
Marketing Communications Major. At Ithaca College, Kristin is involved with many clubs such as
Project Sunshine, IC Women In Communications, and was recently elected the Advertising Chair
for Active Minds’ Ithaca College chapter. Kristin aspires to be part of the marketing and advertising
world in the future, and is anxious to pinpoint exactly what she wishes to do for her career post
graduation.
26

Meet Our Team
Nicolette Nordmark: Nicolette is a sophomore internal transfer student majoring in
Integrated Marketing Communications at Ithaca College. She was previously a Vocal
Performance major in the Whalen School of Music, so she always strives to integrate her
passion of music with her career in marketing. Nicolette is involved many organizations on
campus such as the Jubilee Singers, Premium Blend, and the Student Activities Board. She
is from Stroudsburg, Pennsylvania and loves the outdoors. She hopes to one day find herself
working in event planning or advertising for a music related company.
Jessica Caruso: Jessica is a sophomore transfer student, majoring in Integrated Marketing
Communications. She previously attended The Fashion Institute of Technology where she studied
Fashion Marketing Communications, but decided she wanted a well-rounded, liberal-arts education.
As an active member of PRSSA, Women in Communications and ICTV, she plans to pursue a
career in the public relations industry. She was raised on Long Island and hopes to work in nearby
Manhattan after graduating early. Currently, she interns for an apparel company sold through the
Ithaca College school store, where she merchandises product and promotes the brand via social
media. Besides her career driven pursuits, she is also passionate about fitness and dogs.
Alexandria Rheaume: Ally is a first year student at Ithaca College. She’s majoring in
integrated Marketing Communications and plans to minor in sociology. She has a wide array
of interest including social media planning, advertising, marketing, business management,
and people. She feels confident that Roy H. Park School of Communications will help her
succeed long after she graduates. She would like a career that allows her to be her own boss
and put her ideas into action. She is a member of Ithaca’s intercollegiate women’s varsity
track team and brings the same drive and motivation to the classroom. Her passions include
running, making friends, and studying astrology.
27

References
28
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bloomberg.com/news/features/2015-01-22/the-aging-of-abercrombie-fitch-i58ltcqx
Body image, self-esteem and the influence of society. (2016, August 1). Retrieved from http://livelifegetactive.com/blog/body-image-
self-esteem/
Cheng, A. (2015, March 05). Why American Eagle has outperformed Abercrombie. Retrieved from http://www.marketwatch.com/story/
why-american-eagle-has-outperformed-abercrombie-2015-03-04
Greenhouse, S. (2004, November 17). Abercrombie & Fitch Bias Case Is Settled - The New York Times. Retrieved from http://www.ny-
times.com/2004/11/17/us/abercrombie-fitch-bias-case-is-settled.html?_r=0
Jamieson, D. (2015, June 1). Supreme Court Rules Against Abercrombie & Fitch In Discrimination Case. Retrieved from http://www.
huffingtonpost.com/2015/06/01/supreme-court-abercrombie_n_7464534.html
Levinson, S. (2013, May 3). Abercrombie & Fitch CEO Explains Why He Hates Fat Chicks. Retrieved from http://elitedaily.com/news/
world/abercrombie-fitch-ceo-explains-why-he-hates-fat-chicks/
Names of Competitors. (n.d.). Retrieved from http://www.hoovers.com/company-information/cs/competition.abercrombie__fitch_
co.01b65b3fdbfd9c38.html
Peterson, H. (2014, December 9). Abercrombie CEO Is Out. Retrieved from http://www.businessinsider.com/abercrom-
bie-ceo-is-out-2014-12
Peterson, H. (2015, May 28). Abercrombie & Fitch’s website shows everything that’s wrong with the brand. Retrieved from http://www.
businessinsider.com/why-abercrombie-and-fitch-is-failing-2015-5
Schlossberg, M. (2016, January 12). The bizarre history of Abercrombie & Fitch — and how the retailer is transforming yet again. Re-
trieved from http://www.businessinsider.com/abercrombie-fitch-crazy-history-2011-4/#abercrombie-hit-some-controversial-roadblocks-
in-2002-the-company-received-backlash-for-products-that-were-perceived-as-offensive-10

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