Analyze the ethical concerns of Abercrombie and Fitch as a brand and company.

THE PROCESS

By conducting thorough research through both the Netflix documentary "White Hot - The Rise & Fall of Abercrombie & Fitch" and the Harvard Business Publishing case study “Abercrombie & Fitch: Is It Unethical To Be Exclusive?”, I gained valuable insights into the trajectory of Abercrombie & Fitch and the ethical dilemmas surrounding their exclusive marketing practices. The documentary offered a vivid portrayal of the company's ascent, showcasing their controversial branding and marketing strategies, while the case study provided a nuanced examination of the ethical considerations underlying these practices. Both highlighted many reoccurring themes through Michael Jeffries creative direction of A&F. These themes include, but are not limited to; harassment, racism, exclusivity, toxic work culture, creating issues with self-image for teens, and sexual exploitation.Through comparative analysis, it became evident that Abercrombie & Fitch's pursuit of exclusivity came at the cost of alienating certain consumer segments and sparking public backlash, ultimately contributing to their decline.