Problem Statement
In the given case study, the CEO and management of Abercrombie & Fitch is encountering a difficult decision-making situation in relation to finding an appropriate solution to respond their ‘sizeism’ controversy while preserving their brand exclusivity. Abercrombie & Fitch has always focused on a very precise target market of young, good-looking, svelte, sexy and fashionable customers. Not offering the plus sizes for women has infuriated the business with intense criticism of being aggravating the problems of gender stereotyping and body image. However, from the organizational perspective, offering plus sizes would bring about additional manufacturing and logistics challenges while giving an impact that the brand is promoting the unhealthy and obese lifestyles (Lee, Cotte & Blanchard, 2014).
Analysis
Alternatives
Planning & Recommendations
Abercrombie & Fitch has to rinse out the label that, ‘A&F is for beautiful people exclusively’ as the criticism and issues tend to be piling up if left unaddressed. Instead of intentionally excluding the customer with plus sizes, Abercrombie & Fitch should deliver the idea that ‘no matter what your size is, you are beautiful if you are healthy’. The brand can deliver the message by commencing a whole new promotional campaign that should be a portrayal of different body sizes. Like for instance, it may be starring people with different body size citing that, ‘I am beautiful, and I do wear Abercrombie & Fitch’. The brand could also come up with exclusive range for chubby customers.
References
Dailymail. Official Website. (2013). Mock Abercrombie & Fitch ad featuring plus-size blogger is latest to hit back at retailer’s ‘thin and beautiful customer policy. Retrieved From http://www.dailymail.co.uk/femail/article-2328513/Mock-Abercrombie--Fitch-ad-featuring-plus-size-blogger-latest-hit-retailers-beautiful-customer-policy.html on March 27, 2016
Seung Hwan Lee, June Cotte & Danae Blanchard (2014) Abercrombie & Fitch: Is It Unethical To Be Exclusive? Retrieved on March 27, 2016
