The Rise and Fall of Abercrombie & Fitch: The Fall

A remarkable journey of an – especially by American standards – very old brand, which only became really successful after a century. This mainly happened because they appealed to gay consumers, although they themselves denied that this was the intention. However, their advertisements fit perfectly within the framework of “Marketing the Rainbow”. They also collaborated with an LGBT charity and have been releasing Pride collections for a few years. However, their intentions are vague, their statements harmful and their policies (were) shameful. I give them a pass, a 6, because they have created so much beautiful advertising material: artistic, aesthetic and with a lot of ‘eye candy’.

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