Abercrombie & Fitch: The Underbelly
There’s something about walking into an Abercrombie & Fitch store that leaves a bad taste in my mouth; a taste that slightly resembles a potent cocktail of the date rape drug, Keystone Light and a foolish sense of belonging. Not just a clothing brand, Abercrombie professes to be a lifestyle of inherent preppiness, capricious coed mingling and mischievous homoeroticism. Basically, the American Dream — plus or minus a few $70 “distressed” (read: falling apart) t-shirts.
Recently, the Abercrombie brand expanded its misguided bravado into Japan’s Ginza District. And here’s a shocker: the Japanese aren’t fans either. Apparently charging double the US prices, greeting customers in English and staffing no “authentic” Japanese salespeople does not a successful business make. Though, when you’ve got a shoddy business model to work from (aka one whose success is on a rapid decline on its home turf), can you really be expected to do well abroad?
Full Disclosure: I worked at Abercrombie for about a month in college, where we were actually told to ignore customers who asked for help and berate older people who wanted us to turn down the music. True story.
Posted by Amelia
Posted By: marketingmarlo