**Abercrombie's New Look, Past Controversies**

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Post on Oct 28, 2024

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Abercrombie & Fitch: A New Look, A Troubled Past

Remember those days when Abercrombie & Fitch was the it brand? You know, the one with the shirtless models and the super-expensive, super-trendy clothes? Those days are gone. Abercrombie's new look is a far cry from its controversial past, and it's trying to make a comeback. But can they shake off their history?

From Exclusive to Inclusive: Abercrombie's New Look

Gone are the days of Abercrombie's preppy, unattainable image. Now, they're pushing for a more inclusive and diverse aesthetic. This means ditching the super-toned models and embracing a wider range of body types and ethnicities. It also means more accessible pricing and less emphasis on the "cool kid" vibe.

But why the change? Well, the brand's past controversies have taken their toll. Remember the whole "exclusionary" and "racist" scandal? Yeah, that didn't help. Abercrombie's new look is a desperate attempt to win back consumers who were alienated by their past image.

Abercrombie's Troubled Past: Exclusion and Discrimination

Abercrombie & Fitch wasn't always known for inclusivity. The company was accused of discriminatory hiring practices, marketing that targeted specific demographics, and a generally exclusionary brand image. This led to lawsuits and boycotts, ultimately hurting the company's reputation.

Here are a few examples:

• Hiring Practices: In 2003, Abercrombie & Fitch faced a lawsuit alleging that they favored "attractive, thin, white, and popular" applicants.
• Marketing: The company was also criticized for marketing clothing that was heavily sexualized and targeted at a very specific type of person.
• Brand Image: Abercrombie's "cool kid" image was seen as exclusive and unattainable by many consumers.

Is the New Look Enough?

Only time will tell if Abercrombie's new look is enough to redeem them. The brand has a lot of work to do to win back customers who were alienated by their past actions. Can they shed their "problematic" image and build a more inclusive and sustainable future? Only time will tell.

But one thing's for sure: it's going to be an uphill battle. After all, everyone remembers those iconic (and somewhat controversial) ads... and how they felt excluded. But, hey, at least they're trying. We all make mistakes, right?