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Crazy Like a Fox or Just Crazy

17 May 2013 No Comment

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Abercrombie & Fitch marketing approach may be “crazy like a fox.”

The web is overflowing with outrage over the admission by its CEO that Abercrombie & Fitch wants only attractive, svelte, “cool kid” customers.  “One’s first reaction is probably that (CEO Mike) Jeffries is a world-class jerk,” says a Forbes magazine blogger. But “before we write off Jeffries as an out-of-touch elitist,” says the writer, “retailers have to acknowledge that his obnoxious, exclusionary comments . . . sharpen the brand identity of Abercrombie & Fitch, and portray its customers as a select group – young, attractive, and popular. When he says he doesn’t want customers who don’t fit that image, he’s making his current customers more loyal and making the prospect of becoming a customer more attractive.”

Read more at Forbes