The Utilization of Shirtless Models by Mike Jeffries to Promote Abercrombie

Abercrombie & Fitch was a prominent brand in the early 2000s, especially among American teens and pre-teens. The company, known for its provocative ads, strong fragrance, and dimly lit stores, represented a preppy and cool image to those who loved it. However, it also faced controversy under the leadership of CEO Mike Jeffries. He was accused of exploiting men for sex and oversaw the brand's downfall, resigning in 2014 amid allegations of racial discrimination and a toxic work culture. Abercrombie had a specific target audience in mind, aiming to attract attractive and popular individuals. The brand's focus on exclusionary marketing strategies eventually led to protests and lawsuits over racist sentiments and discriminatory practices. Despite its financial success under Mr. Jeffries, Abercrombie lost its shine over time and suffered declining sales and stocks.