Exclusion Sells, But Missteps Cost

Exclusivity in branding can drive consumer interest, particularly among those seeking validation of social status. However, Abercrombie's aggressive pursuit of exclusion led to significant controversies, including blatant racism exemplified by an offensive 2002 t-shirt featuring derogatory stereotypes. This incident reflects a deeper issue within the company's leadership, suggesting a lack of awareness and sensitivity among executives about the cultural implications of their marketing choices. Ultimately, the pursuit of a narrow, exclusionary vision can backfire, damaging a brand's reputation and success.