| Abercrombie
and fitch
Abercrombie & Fitch aggressively positions itself as a "lifestyle
brand"—a brand that embodies the values and appeal
of a desirable way of living. The stores are plastered with photos
of physically attractive young models, blast loud dance music
through powerful Bose speakers, and smell of the company's signature
cologne. The stores are also staffed with attractive Brand Reps,
(models) young salespeople who embody the Abercrombie & Fitch
lifestyle: attractive, athletic, popular, enthusiastic, and outgoing.
For years, brand representatives were required to wear only Abercrombie
& Fitch clothing, but such regulations have been loosened
following lawsuits. The term "brand representative"
is no longer used, and associates are currently referred to as
"models." Also the Impact Team (back room stock team)
was recently created as a way to not only to deter lawsuits but
also promote an "equal opportunity workplace." The company
has been and is currently facing racial and discrimination lawsuits.
The All-American appearance is what was (and quietly still is)
originally intended for all store associates to look like. Models
(Brand Representatives) and Impact People, obliviously have two
very different job meanings
A
little History
During the beginning of the 20th century, Abercrombie & Fitch
Co. was one of the most popular retail stores for America's sporting
elite. The East Coast company's clientele consisted of mainly
big-game hunters, fishermen, and outdoorsmen. Abercrombie &
Fitch not only outfitted wealthy people, it also outfitted some
of America's most influential leaders and celebrities on their
excursions. Every president from Theodore Roosevelt to Gerald
Ford is said to have been outfitted by the company in some capacity
(Teddy Roosevelt was an especially enthusiastic outdoorsman and
Abercrombie & Fitch customer, and he frequently visited the
store in preparation for his famous African safaris). Other famous
people to pass through Abercrombie & Fitch's doors include
Charles Lindbergh, Amelia Earhart, Greta Garbo, Katharine Hepburn,
Clark Gable, and author Ernest Hemingway.
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