Abercrombie and Fitch appraisal by Meghan Browne

Fashion Brand Analysis Meghan Browne: 201210904 Natasja Kelly: 201221175 Rosie McGrath: 201203852 Binbin Mo: 201264779 Anna Richardson: 201228148

Figure 1: Abercrombie & Fitch advert, (Park, 2018)

Introduction - Page 3 Branding Theory - Page 4 Brand Overview - Page 5 Brand Controversy - Page 6 Impact of Controversy - Page 7 Rebranding - Page 8 Impact of Rebranding - Page 9 Conclusion - Page 10 Appendix - Page 11 Figure 2: Abercrombie & Fitch store front, (Eaton, 2018)

Reference list - Page 12-14 Figure list - Page 15

CONTENTS

This report aims to highlight the key methods in branding through theorists’ research whilst discussing A&F’s history, with further consideration into their unique marketing strategies. The brand’s controversies will be emphasised, as well as how they aimed to rectify the brand from these disputes. In the latter years of A&F’s establishment, the company faced scrutiny over its morals in terms of exploitation, discrimination and sexualisation of employees and models, as well as presenting an unattainable image of their ideal consumer. Whilst this contributes to their brand identity through communicating their ethos, it creates a negative brand image in the eyes of the consumer (Waters, 2019). Figure 3: Abercrombie & Fitch advert, (Accessories Magazine, 2012)

INTRODUCTION

In order for a fashion company to be successful, their branding should be strong and coherent to project an image to their consumer. Previously, a brand would’ve been recognised as “a trademark name that distinguishes a product or brand company from others in the market” (Posner, 2015, p.232). With further consideration, it is obvious that as consumer expectations are higher, what they expect from a brand heightens. Furthermore, this contributes to what a brand is through definite aspects, such as the brand logo, the products and the store, and intangible aspects built up by the consumers’ thoughts and perceptions of the brand (Posner, 2015, p.140). In terms of the consumers’ point of view, a brand is a name they can rely on to produce quality products and create a relationship with them that will build consumer loyalty (Dallabona, 2019). In a broader sense, there are 5 categories of brands which oversee groupings of brands; Corporate, Manufacturer, Private, Endorsed and Co-brands (Posner, 2015, pp.143-144). Abercrombie and Fitch could be argued to fall under the private brand category due to its product differentiation specific to the brand as well as the value provided (Posner, 2015, p.143). The process of branding is described as “a multifunctional process that highlights a proposed value for a product and transforms it into a real consumer experience” (Hameide, 2011, p.39). The current requirement for having a strong branding process and components is more present than ever, as highlighted by Keller’s extensive

elements of branding, including expected concrete elements as well as their marketing tactics such as promotion and celebrity endorsement (Waters, 2019). Brand identity is the image the brand portrays that has been structured by the company itself, therefore only showing the consumer what they want to project in order to evoke positive response (Posner, 2015, p.156). This can be illustrated by 2 different approaches; Decorative, which is a set of symbols that represents the brand’s ethos, and strategic vision which denotes ideas that the brand forms and fulfils to impress consumers (Dallabona, 2019). This idea of brand identity is further discussed through the identity prism by Kapferer which highlights the 6 aspects of brand identity. This application can be seen for Abercrombie and Fitch in Appendix A. To extend this research, Posner (2015) elaborates through the model of the brand onion which represents the different layers of a brand’s identity. These brand identities can be managed through the values, personality and essence of a brand (Waters, 2019). For example, the values of A&F were comprised of discriminatory views which lead to their poor brand identity. This was built upon by their poor creation of brand personality and essence by portraying a ‘cool kid’ image that had to be adhered to purchase from the brand, ultimately decreasing their sales, highlighting the importance of managing brand identity. This concept is juxtaposed by the brand image which is formulated by the consumer only through their perceptions and views of the brand. This can be through emotions, the reputation of the brand and their beliefs about the practices of that the brand undertakes (Waters, 2019). The current global environment for brands is a difficult one to thrive in due

to many factors. The uprise of social media and e-commerce make for a shift in priorities as resources are established to give the consumer a simpler experience that will be memorable and therefore will build loyalty. The need for sustainability in 2019 has increased as consumers are expecting more transparency and traceability from brands in order to build a relationship with them, leading to more considerations when creating their brand identity.

Figure 4: Abercrombie & Fitch advert, (Wang, 2014)

BRANDING THEORY

Abercrombie and Fitch is an all-American brand aimed at college students with a ‘preppy’ style; reflected through their brand image. The brand was founded under the name Abercrombie Co. which specialised in a product mix of sporting goods (Abercrombie and Fitch, 2019a). In 1904, Ezra Fitch acquired a stake in the company and it was formally renamed Abercrombie & Fitch (Schlossberg, 2016a). ‘The Limited’ purchased the brand for $47 million after bankruptcy, leading to the appointment of Michael Jeffries in 1992 as the creative director, leading the company to a brand shift, reflecting a sporty college style with a sexualised image (Abercrombie and Fitch, 2019a). Demographically, A&F is targeted an age range of 18-25; mature students with an equal gender split (Schlossberg, 2016b). In terms of psychographic and behavioural segmentation of consumers, the brand communicates messages of a popular, elite consumer with an opulent lifestyle, portraying the idea of an exclusive community of consumers (Bhasin, 2018). In the current day, it is arguable that the company has moulded its views to the social climate through establishing 3 main values; Commitment to Quality, Authenticity and Forward thinking (Abercrombie and Fitch, 2019c). There is a particular dissonance between the controversy caused by Jeffries’ views and the company’s current promises to their consumer; to put them first, considering them as the most important factor (Abercrombie and Fitch, 2019c). In terms of their marketing mix, A&F has unique levels of each aspect to form their strategy. With regard to the product mix, the tangible offerings are that of a relaxed beach style through loose clothing and summer colours, with particular emphasis on denim. On closer inspection, the brand only caters for women up to size 16, highlighting their continuous views on consumers’ body types (Peacock, 2013). Their promotional techniques are known for being promiscuous through styling in videography and photography as predominantly white, athletic-built models are pictured naked, building upon their brand image. Their pricing strategies lack promotional sales as they only utilise seasonal discount strategies to move old stock (Sage, 2009). They have stores distributed over 18 countries and its popularity remains prominent in America, while its subsidiary, Hollister (established in 2000), remains popular in Britain (Abercrombie and Fitch, 2019b). A&F main brand clothing is arguably their endorser brand, while it could be argued that Hollister is their interpretation of ‘ready-to-wear’ at lower prices, with Gilly Hicks acting as their diffusion line and their fragrances and body care act as their affordable assets. Nowadays, A&F is constantly adjusting its marketing strategy and defining its brand positioning to cater to the vast market.

Figure 5: Abercrombie & Fitch men, (Blue Maize, n.d.)

Figure 6: Abercrombie & Fitch men, (Bloomsberg, 2014)

BRAND OVERVIEW

Figure 7: Abercrombie & Fitch model, (Hardy, 2016)

Abercrombie and Fitch have suffered from a company downfall over 20 years of contentious business with constant complaints of discrimination made against their company and previous CEO Mike Jeffries (Lutz and Peterson, 2014). Their brand identity implied that if someone didn’t stereotypically conform to the brand’s fantasy image of ‘perfect’ they would either refuse to employ them or let them purchase anything from inside the store. This was proven by the company having to pay $40 million for a discrimination lawsuit following accusations that all “shop floors were filled with a white staff members only” (Dearden, 2015). This constant repetition shown in stores worldwide came to light when it was discovered that “most black models were sent home an hour early when executive visits would take place and only the thinnest, tallest and whitest models were left” (Dearden, 2015). This altogether had a negative impact upon the company, resulting in difficulty with rebranding efforts, which has resulted in fluctuating measures of success. The main idealistic and looks policy which Abercrombie and Fitch most famously influences was defined by CEO Mark Jefferies in a 2006 interview where it was stated that young customers should hold a list of desirable qualities including a classic American style and to “look good whilst still exploiting individuality” (Pidd, 2009) and employees had to adhere to strict looks policies in terms of haircuts. This highlights the extent that A&F’s physical discrimination reached and impacted consumers; therefore also impacting their behaviours towards the brand. Furthermore, the male look was expected to be an athletic-built, Caucasian male with typical attractive features like blonde hair and blue eyes (Leung, 2003). This extremity of expectation from the brand alienated most of its potential consumers as a result of its judging nature not creating a comfortable shopping environment. In relation to keeping their ‘perfect look’, Abercrombie refrains from selling sizes above a large or size 14 (Lutz, 2013a). When questioned in a 2006 interview with Salon, Jefferies said that “his business was built around sex appeal” (Lutz, 2013b) which implied he didn’t believe a larger woman was attractive. This statement was also followed by him insisting that this continued throughout his employees as he admitted that the image of attractive employees lures other attractive people into the shop therefore conforming to his target consumer (Lutz, 2013b). He finished by concluding that he didn’t care about excluding a large part of the population as “including everyone would make his business boring” (Lutz, 2013b), highlighting his lack of consideration for consumers, therefore resulting in the company’s downfall. Another example of discrimination made by Abercrombie and Fitch has been racial; as Samantha Elauf, a prospective employee, was discounted from the position despite the high marks given for her interview, due to the fact that she wore a headscarf that did not conform to the A&F image (Jamieson, 2015). Due to this appalling racism the negative effect it had on the brand became even more popularised as the case was given to the Supreme Court where she sued the brand for her unfair treatment, adding to the law suits taken out against the brand because of their discrimination (Jamieson, 2015).

BRAND CONTROVERSY

The shift of the social and cultural climate in the past 10 years has resulted in difficulties for brands as their reaction to this change is vital in order not to offend their consumers, therefore decreasing sales. Under the watchful eye of the press and media, brands have to be cautious in terms of their transparency as consumers will make decisions and choices about a brand based on what is presented to them, as well as their own personal experiences to form their perceptions of a brand and creating their brand image. As a consumer culture, we are becoming more accepting to new social groups as seen through gender, body types and sizes, as well as race and sexuality debates. Unfortunately for the brand, Abercrombie and Fitch did not keep up with this shift in opinion and was very much stuck in a past, discriminatory way of thinking at a detriment to the brand. As a result of the brand’s discrimination and despicable behaviour against plus-size women, the brand was affected in many ways in 2013. For example, opinion leaders’ previous support and self- marketing of the brand was destroyed and even boycotted after the increase of negative reports; celebrities including Miley Cyrus and Ellen DeGeneres were involved in the boycotts through burning their A&F clothing and supporting movements (Thompson, 2013). DeGeneres took to her chat show to mock A&F, comparing dolls clothes to their “double zero size” (Thompson, 2013), showing the impact of the media and celebrities on a brand’s success. As the brand’s target consumer of teenagers have now grown up, they have started to diverge and create their own identities rather than basing what they look like off a perfect model (Bergstein, 2017). Due to the behaviour of the CEO Mike Jeffries, the brand was then connected to his bad behaviour and therefore lead to the downfall of the brand (Farfan, 2019). In 2016, shares fell by 10% again as the company admitted to their sales plummeting once again as a result of what Mike Jeffries had left behind (Wahba, 2016). This lack of sales led to a devastating number of store closures in 2016 as the number reached 50 in the US and 2 years previously, 200 stores were closed at the least (Wahba, 2016).

Figure 8: Abercrombie & Fitch models, (Logos, n.d.)

Figure 9: Abercrombie & Fitch model, (Frank, 2015)

IMPACT OF CONTROVERSY

Figure 10: Abercrombie & Fitch models, (Fenner, 2016)

In 2015, Abercrombie and Fitch started their rebrand in earnest after CEO Mike Jeffries damaged the company to near disrepair with claims such as “in every school there are the cool and popular kids, and then there are the not-so-cool kids.” (Cuffin, 2013). This created a lot of animosity and left the company in desperate need of a rebrand to successfully shake off the extremely negative image that Mike Jeffries had created. In order to do this, A&F hired a menswear designer from club Monaco and womenswear designer from Karl Lagerfeld in 2015, hoping to re-establish the brand to create a more inclusive company (Fitzpatrick, 2015). They also hired a new creative director – Ashley Sargent Price to reinvent a new persona for the brand (Fitzpatrick, 2015). “The firm also launched a redesigned website and new digital advertising across video-streaming websites, music platforms and social media.” (Hounslea, 2016). This allowed A&F’s new message to be heard clearly, however, they kept their original logo of white lettering on a red background which suggests that maybe they may not be ready to completely invigorate the brand just yet (Fenner, 2016). A&F attempts to completely recreate a new image for the company has resulted in the brand becoming unrecognisable for its previous target market of teens. They are now trying to become a fast fashion, lifestyle brand, targeting 20-25 year old

age group, competing against the stores such as Zara. However, it seems A&F’s “sordid reputation for preppy clothes and sexually explicit ads is embedded in millennial shoppers’ minds.” (Schlossberg, 2016c). This suggests the rebrand may not be as effective as the company would hope it to be, as it may prove hard to shake the stores “infamous sexualised marketing” (Fernandez, 2016) and lack of inclusivity. To combat the negative press the brand decided to use the criticism in their rebranding. Their Autumn/ winter 2016 campaign stated, “people have a lot to say about us they think they’ve got us all figured out” (Abercrombie and Fitch, 2019d). This attempt to diffuse the negative press and acknowledge their wrongdoings is definitely a step in the right direction for A&F, as they are taking the bad press head on and dealing with the brand’s issues. They are clearly trying to create a more inclusive environment for their customers, whilst trying to completely disassociate themselves from the version of A&F that Mike Jeffries created. As well as this, they are redesigning stores across the globe, to revamp the layout and get rid of the dark lighting.

REBRANDING

A&F’s new strategy seems to be paying off as in 2016 it was reported “sales had increased by 2 percent and sales on mobile devices increased by 60 percent and the company’s overall social media following increased by 30 percent” (Fernandez, 2016). This suggests that A&F might not have had their day just yet. After the downfalls in business and sales due to the discriminative behaviour; an apology was not going to be enough to demolish this bad reputation that Mike Jeffries had led the company into; so they had to take serious action within the works of the brand (Koehler, 2017). After the brand had introduced two new head designers, the identity of the brand began to change; both for positive and negative reasons. The new men’s line up in 2016 allowed Aaron Levine to turn to A&F’s heritage of sportswear. The clothing was inspired by the traditional sports of hunting and fishing along with a “hipster vibe”; connecting with many millennials during this period. Furthermore, the womenswear became more chic and conservative (Schlossberg, 2016d). Although the brand was trying to move away from the promiscuous elements of the original identity, this became a problem as it meant the company had almost forgotten or even had no identity at all, implying that the brand’s identity was originally based on promiscuity. However, the previous behaviour of A&F was far from style. In order to find their identity once more, the brand began to look at what the young generations were focused on today: “diversity, empowerment, inclusion and integrity” (Schlossberg, 2016d). Completely the opposite of Mike Jeffries’ campaign. As the brand began to move forward with the current day youths, the brand began to get back on track (Schlossberg, 2016d). A&F began to sell larger sizes in clothes, they took the semi-naked models off the designs of the bags (Koehler, 2017) and they even managed to get the activist model Naleem Gill to work for them as she is the first Indian model to star in a Burberry advert. This goes to show how A&F are starting to respond to how consumers are changing and to move away from the beliefs of Mike Jeffries (Schlossberg, 2016d). The management plans of A&F could have and should have been more successful. However, now the company have moved away from the discriminative management issues, they can now look forward. Although they are not completely up to how they were yet in terms of sales, due to the bad reputation, sales are still increasing year by year which shows that they are slowly getting back on their feet and finding a brand-new identity (Koehler, 2017). Figure 11: Abercrombie & Fitch model, (Melby-Clinton, 2015)

IMPACT OF REBRANDING

Abercrombie and Fitch have faced many issues since establishing themselves. Issues that they have had to tackle in order to save the brand, including exploitation and discrimination being at the forefront of the negative brand image, resulting in a lack of sales and ultimately, rebranding efforts. With positive responses to this rebranding, A&F, should they continue to provide a socially, ethically and morally correct service, should notice an increase in their sales and positive consumer response. Figure 12: Abercrombie & Fitch models, (Young, 2018)

CONCLUSION

PHYSIQUE

RELATIONSHIP - Selling the consumer a lifestyle brand - Give the consumer confidence through the products

REFLECTION - The person wearing A&F is a popular, relaxed, young person with an eye for fashion

PERSONALITY

- Popular - All-American college student

CULTURE

- Represents an AllAmerican, patriotic culture - Community based around college students

SELF-IMAGE

- The person wearing A&F is a popular, relaxed, young person with an eye for fashion

INTERNALISATION

EXTERNALISATION

- Logo representing their heritage - Sexualized packaging and bags

Figure 13: Brand identity prism, (Waters, 2019)

APPENDIX A

Abercrombie and Fitch. 2019a. Company history. [Online]. [Accessed 13th March 2019]. Available from: http://corporate.abercrombie.com/our-company/about-us/ company-history Abercrombie and Fitch. 2019b. All stores. [Online]. [Accessed 13th March 2019]. Available from: https://www.abercrombie.co.uk/shop/ViewAllStoresDisplayView?storeId=19658&catalogId=11556&langId=-1&country=GB Abercrombie and Fitch. 2019c. Culture and Values. [Online]. [Accessed 19th March 2019]. Available from: http://corporate.abercrombie.com/our-company/about-us/ culture-values Abercrombie and Fitch. 2019d. Abercrombie and Fitch about us. [Online]. [Accessed 24th March 2019]. Available from: https://www.abercrombie.co.uk/shop/uk Bergstein, R. 2017. How Abercrombie & Fitch went from aspirational to out-of-touch. [Online]. [Accessed 4th April 2019]. Available from: https://www.forbes.com/ sites/rachellebergstein/2017/05/10/how-abercrombie-fitch-went-from-aspirational-to-out-of-touch/#7140c4e31fa0 Bhasin, H. 2018. Marketing strategy of Abercrombie and Fitch - A&F Marketing. [Online]. [Accessed 19th March 2019]. Available from: https://www.marketing91. com/marketing-strategy-abercrombie-fitch/ Cuffin, E. 2013. The 13 Most Ridiculous Mike Jeffries, CEO of Abercrombie and Fitch, has said. [Online]. [Accessed 13th March 2019]. Available from: https://www. elitedaily.com/humor/the-10-most-ridiculous-things-mike-jeffries-ceo-of-abercrombie-fitch-has-said Dallabona, A. 2019. What is a brand?. DESN1658 Fashion Brand Analysis. 15th February, University of Leeds. Dearden, L. 2015. Abercrombie and Fitch model tells of ‘racism, sexual harassment and discrimination’ at the store. [Online]. [Accessed 8th March 2019]. Available from: https://www.independent.co.uk/life-style/fashion/news/abercrombie-fitch-model-tells-of-racism-sexual-harassment-and-discrimination-at-store-10175646.html Farfan, B. 2019. Abercrombie and Fitch scandal. [Online]. [Accessed 13th March 2019]. Available from: https://www.thebalancesmb.com/why-mike-jeffries-made-abercrombie-fitch-a-hated-company-3896839 Fenner, J. 2016. Say Hello to the Brand New, More Inclusive Abercrombie & Fitch. [Online]. [Accessed 24th March 2019]. Available from: https://www.gq.com/story/ abercrombie-new-brand-logo Fernandez, C. 2016. ABERCROMBIE & FITCH’S REBRANDING STRATEGY HAS YET TO TRANSLATE TO CONSISTENT SALES. [Online]. [Accessed 24th March 2019]. Available from: https://fashionista.com/2016/08/abercrombie-fitch-q2-2016

REFERENCE LIST

Fitzpatrick, H. 2015. Abercrombie and Fitch just took a step to drastically improve its clothing. [Online]. [Accessed 24th March 2019]. Available from: https://www.businessinsider.com/abercrombie-hires-new-designer-and-creative-director-2015-6?r=US&IR=T Hameide, K. 2011. Fashion branding unravelled. New York: Fairchild Books Hounslea, T. 2016. Abercrombie & Fitch creates ‘new brand identity’. [Online]. [Accessed 24th March 2019] Available from: https://www.drapersonline.com/news/abercrombie-and-fitch-creates-new-brand-identity/7012984.article Jamieson, D. 2015. Supreme Court Rules Against Abercrombie and Fitch In Discrimination Case. [Online]. [Accessed 20th March 2019]. Available from: https://www.huffingtonpost.co.uk/2015/06/01/supreme-court-abercrombie_n_7464534.html?guccounter=1 Koehler, I. 2017. Reputation Management: A Case Study of Abercrombie & Fitch.Elon Journal of Undergraduate Research in Communications. Vol. 8 (1), pp 66-75. Leung, R. 2003. The Look of Abercrombie & Fitch. [Online]. [Accessed 20th March 2019]. Available from: https://www.cbsnews.com/news/the-look-of-abercrombiefitch-05-12-2003/ Lutz, A. 2013a. 13 reasons why people hate Abercrombie & Fitch. [Online]. [Accessed 20th March 2019]. Available from: https://www.businessinsider.com/abercrombie-and-fitch-worst-controversies-2013-8?r=US&IR=T Lutz, A. 2013b. Abercrombie & Fitch refuses to make clothes for large women. [Online]. [Accessed 20th March 2019]. Available from: https://www.businessinsider.com/abercrombie-wants-thin-customers-2013-5?r=US&IR=T Lutz, A. and Peterson, H. 2014. Abercrombie and Fitch has bigger problems to solve than the CEO. [Online]. [Accessed 20th March 2019]. Available from: https://www.businessinsider.com/problems-with-abercrombies-brand-2014-12?r=US&IR=T Peacock, L. 2013. Dear Abercrombie & Fitch, is ‘larger sizes’ all you’ve got to win women back? You’ll need to try harder than that. [Online]. [Accessed 19th March 2019]. Available from: https://www.telegraph.co.uk/women/womens-life/10437048/Dear-Abercrombie-and-Fitch-is-larger-sizes-all-youve-got-to-win-women-back-Youll-need-totry-harder-than-that.html Pidd, H. 2009. Disabled student sues Abercrombie and Fitch for discrimination. [Online]. [Accessed 20th March 2019]. Available from: https://www.theguardian.com/money/2009/jun/24/abercrombie-fitch-tribunal-riam-dean Posner, H. 2015. Marketing Fashion: Strategy, Branding and Promotion. (2nd ed). London: Laurence King Publishing. Sage, A. 2009. Abercrombie full-price strategy proving a hard sell. [Online]. [Accessed 19th March 2019]. Available from: https://www.reuters.com/article/us-abercrombief-

itch/abercrombie-full-price-strategy-proving-a-hard-sell-idUSTRE50868F20090109 Schlossberg, M. 2016a. The bizarre history of Abercrombie and Fitch and how the retailer is transforming yet again. [Online]. [Accessed 8th March 2019]. Available from: https://www.businessinsider.com/abercrombie-fitch-crazy-history-2011-4?r=US&IR=T Schlossberg, M. 2016b. These before-and-after photos show how much Abercrombie and Fitch has changed. [Online]. [Accessed 19th March 2019]. Available from: https://www.businessinsider.com/abercrombie-and-fitch-then-and-now-2016-1?r=US&IR=T Schlossberg, M. 2016c. Abercrombie & Fitch’s attempts to rebrand have totally backfired. [Online]. [Accessed 24th March 2019]. Available from: https://www.businessinsider.com/abercrombie-and-fitch-turnaround-is-proving-difficult-2016-9?r=US&IR=T Schlossberg, M. 2016d. The Abercrombie and Fitch You Know is Gone. [Online]. [Accessed 8 March 2019]. Available from: https://www.businessinsider.com/abercrombie-and-fitchs-transformation-2016-3?r=US&IR=T Thompson, P. 2013. Abercrombie hit by A-list backlash over anti-fat ‘bias’: Brand under fire again after chief executive’s comment that its clothes are for ‘cool kids’ is republished. [Online]. [Accessed 20th March 2019]. Available from: https://www.dailymail.co.uk/news/article-2342851/Abercrombie-Fitch-hit-A-list-backlash-antifat-bias.html Wahba, P. 2016. Shoppers just aren’t buying the Abercrombie & Fitch rebrand. [Online]. [Accessed 4th April 2019]. Available from: http://fortune.com/2016/11/18/ abercrombie-fit-stocks-results/ Waters, B. 2019. Brand identity. DESN1658 Fashion Brand Analysis. 24th February, University of Leeds.

Figure 1: Park, G. 2018. Abercrombie & Fitch: Grappling With Heritage. [Online]. [Accessed 6th May 2019]. Available from: https://www.grailed.com/drycleanonly/abercrombie-fitch-history Figure 2: Eaton, D. 2018. Abercrombie & Fitch coming to Gateway as it secures its college campus stores. [Online]. [Accessed 6th May 2019]. Available from: https://www.bizjournals. com/columbus/news/2018/06/29/abercrombie-secures-its-first-two-college-campus.html Figure 3: Accessories Magazine. 2012. Abercrombie & Fitch to close more stores to reduce costs. [Online]. [Accessed 6th May 2019]. Available from: https://www.accessoriesmagazine. com/abercrombie-fitch-to-close-more-stores-to-reduce-costs/ Figure 4: Wang, C. 2014. Coming up at Abercrombie & Fitch: Diversity, Inclusion. [Online]. [Accessed 6th May 2019]. Available from: https://www.refinery29.com/en-us/coming-up-on-abercrombie-fitch-diversity-and-inclusion Figure 5: Blue Maize. n.d. Abercrombie Fitch Photos. [Online]. [Accessed 6th May 2019]. Available from: http://www.bluemaize.net/beauty/abercrombie-fitch Figure 6: Bloomberg. 2014. Abercrombie & Fitch CEO Mike Jeffries to Step Down Immediately. [Online]. [Accessed 6th May 2019]. Available from: https://www.businessoffashion.com/ articles/news-analysis/abercrombie-fitch-ceo-mike-jeffries-step-immediately Figure 7: Hardy, A. 2016. Meet the Male Model Who’s The Brand-New Face of Abercrombie & Fitch. [Online]. [Accessed 6th May 2019]. Available from: https://www.teenvogue.com/ story/abercrombie-and-fitch-alex-libby Figure 8: Logos. n.d. Abercrombie & fitch. [Online]. [Accessed 6th May 2019]. Available from: https://www.logolynx.com/topic/abercrombie+%26+fitch Figure 9: Frank, A. 2015. Why I’m Somewhat Nostalgic for the Old Abercrombie & Fitch. [Online]. [Accessed 6th May 2019]. Available from: https://fashionista.com/2015/11/old-abercrombie-fitch Figure 10: Fenner, J. 2016. Say Hello to the Brand New, More Inclusive Abercrombie and Fitch. [Online]. [Accessed 6th May 2019]. Available from: https://www.gq.com/story/abercrombie-new-brand-logo Figure 11: Melby-Clinton, L. 2015. Abercrombie & Fitch’s New Collection Has Lots of Good Outfit Ideas. [Online]. [Accessed 6th May 2019]. Available from: https://www.glamour.com/ story/new-abercrombie-fitch-pictures Figure 12: Young, V. 2018. Abercrombie is official fashion partner of Jay-Z’s music festival. [Online]. [Accessed 10th May 2019]. Available from: https://wwd.com/fashion-news/fashion-scoops/abercrombie-fitch-official-fashion-partner-jay-z-music-festival-made-in-america-fashion-scoop-1202690555/ Figure 13: Waters, B. 2019. Brand Identity. DESN1658 Fashion Brand Analysis. 24th February, University of Leeds.

FIGURE LIST