Tom Dougherty, CEO – Stealing Share

22 May 2013

Abercrombie & Fitch CEO Mike Jeffries may need to eat his words sooner than he would like. Last week, I blogged that Jeffries’ misguided attempt at following the true mantra of branding backfired.

The approach of Mike Jeffries is correct, in stating that the Abercrombie & Fitch brand was single-minded in its approach: Attracting only fit, thin people. Brand is most effective when it says specifically who it is for.

But you can’t be mean-spirited about it because that’s a reflection of your brand as well. As reported by the brand researcher, YouGov BrandIndex, Jeffries’ contentious comments are having an immediate effect on the Abercrombie & Fitch’s brand.

The following graph demonstrates the positive and negative perception of Abercrombie & Fitch compared to competitors H&M and American Eagle:

A&F chartYouGov’s graph reaffirms the challenges faced when companies attempt to brand the right way. Exclusivity is the powerful force that makes brand work. For the consumer, it makes you feel like you belong to an exclusive club.
But there is also the importance of tone. I believe Abercrombie & Fitch will rise again because of its single-minded approach. But the tone of Jeffries’ comments – and blurted throughout the media – has temporarily damaged the brand.


See more posts in the following related categories: Abercrombie & Fitch brand Jeffries comments single minded branding


Submit a Comment

Your email address will not be published. Required fields are marked *

Walmart grocery delivery to overtake Amazon?

  Walmart grocery delivery   Tom Dougherty, CEO - Stealing Share 19 February 2019 Walmart grocery delivery to overtake Amazon? I hate grocery shopping. Let me say that up front. Every Saturday or Sunday, we trek to the nearest Harris Teeter and pile our cart...

Measuring TV advertising effectiveness

  TV Advertising Effectiveness   Tom Dougherty, CEO - Stealing Share 18 February 2019 Measuring TV advertising effectiveness I found a new study utterly hilarious as it says as much about the state of TV advertising effectiveness as it does about attention...

How feasible is the Toys R Us return?

  Toys R Us return   Tom Dougherty, CEO - Stealing Share 13 February 2019 How feasible is the Toys R Us return? It appears the rumors of Toys R Us demise are greatly exaggerated. Tru Kids Brands announces that it has begun the Toys R Us return by reopening...

Share This