Abercrombie & Fitch Case Analysis

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Chapter II Between 1982 and the early 2000’s a new generation was starting to rise, and this time it was going to be the largest one in history. Its lack of definition is caused by its large diversity, which prevents them to be stereotyped (Rainer & Jess, 2013). Today, Millennials are impacting tons of organizations, from the business section to schools and even churches as well as politics. They are often described as hopeful because of their main thought of “I believe I can do anything” or “I want to change the world” (Bergh & Behrer, 2013). Which sets a whole new different perspective not only in the way they see the world, but also in the way they are going to live and the impact they will create. Millennials have the ability to show their…show more content…
This rise caused a support in “pushing the extremes” of teens views (Howe & Strauss, 2009) not only because their workplace consists mostly of members from Generation Y that are “not only salespeople, but brand representatives” as company spokesman, Lonnie Fogel stated. In 2006, Abercombie and Fitch’s CEO Mike Jeffries caused a controversy when stating that this brand only targeted “the cool and good-looking people” fact that has been present not only in their advertisements, employees, but also in the shopping bags, showing the “perfect body” stereotypes for teens. As Abercrombie & Fitch’s main target are the Millennials, the advertisement that will be used for the analysis will be from the 2000’s as many Millennials were in their puberty age making them perfect marketing targets. In Figure 5, there are both male and female models, shirtless and in an intimate position with only their jeans. In this advert, the models’ faces are not shown as they’re basically trying to focus on their bodies and with this the importance of being thin (as it can be noticed when the girl’s rib cages are visible) in order to attract the fit boy that’s by her side. This ad could possibly create an effect on the audience by attracting young women to follow these thin stereotypes to feel like a young fit male considers them
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