MKT 702 Lecture Notes - Lecture 3: Kirstie Alley, Hijab, Chief Executive Officer
8 Feb 2018
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Document Summary
The main marketing problem that abercrombie and fitch (a&f) is evidently facing is their brand image. Michael jeffries, the new chief executive officer (ceo) took over the company with a strategic plan to change the target market to cool, sexy and younger consumers (page. While this strategy initially helped the company to see increasing sales and grow an iconic empire across the world, jeffries avoided considering how such vision would eventually negatively affect the reputation of the company. It is apparent that jeffries vision became highly controversial with the public"s negative sentiment towards the brand. Jeffries failed to meet customers" needs by not embracing diversity and following an exclusionary marketing strategy. For instance, he ignored the plus size markets and implemented discriminatory employee requirements as mentioned on page 2. In reference to the case, a&f did not offer extra large (xl) or double extra large (xxl) sizes for women, although those sizes were available for men (page 2).
