The Rise and Fall of Abercrombie & Fitch

Abercrombie & Fitch emerged as a defining brand for American youth in the late 1990s, heavily influenced by pop culture and marketing strategies emphasizing exclusivity and sex appeal. Under CEO Michael Jeffries, the brand transformed from an outdoor clothing company to a hyper-sexualized retailer, focusing on a narrow demographic of affluent, predominantly white teenagers. This approach, coupled with a series of racist and exclusionary scandals, led to public backlash and a significant decline in popularity and sales, culminating in Abercrombie being labeled as one of the most hated retailers by 2016. The fallout included a Supreme Court case over discriminatory hiring practices, marking a low point that showcased the brand's misalignment with evolving cultural values towards inclusivity and diversity.