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Abercrombie & Fitch: Identity Crisis -CEO Mike Jeffries stepped down in 2014 after series of lowering sales -gives the brand an opportunity to gain popularity and start over, straying from the image it started with which led to cases involving their controversial hiring policies, excluding of larger sizes (http://www.businessinsider.com/abercrombie-and-fitch-worst-controversies-20138#abercrombie-doesnt-sell-clothes-for-large-women-1) -Jefferies also started to be called out for "exclusionary" marketing and "Look Policies" - desriminating hiring practice, most notably, really fired up because Muslim woman was not allowed to be highed because of her headdress, it didn't mathcn the dress code -ads questionable, seen as "soft porn"/bathing suits to sexy (families) -excluding certain girls to work in back not front --> prosthetic leg woman and use chloe -call their workers (models) not cashiers etc... -made shirt that insulted TSwift an other shirts offended customers -cologne hurting environment?? -marks up its clothing overseas by 65% -first started it changes before the new advertising campaign by getting rid of the oversexualized pictures, changed how the store looked (not as dark) and got rid of the half-naked models Some examples of paid advertising that jump-starts the new ad campaign: https://www.youtube.com/watch?v=sj6cIWuiyzs http://www.telegraph.co.uk/fashion/people/neelam-gill-abercrombie-fitch-new-star/

http://www.marketwatch.com/story/abercrombie-ditches-sexualized-ads----the-one-thing-itsknown-for-2015-04-24

http://www.businessinsider.com/abercrombie-and-fitchs-transformation-2016-3 http://www.advocate.com/news/daily-news/2010/05/12/american-eagle-outfitters-settlesdiscrimination-case

http://fortune.com/2016/08/30/abercrombie-fitch-comeback/ https://www.theguardian.com/business/2015/feb/25/clothing-retailers-teens-abercrombie-fitchwet-seal-aeropostale-hollister http://www.huffingtonpost.com/entry/abercrombie-fitch-lawsuit-lookpolicy_us_55ae70e6e4b08f57d5d29286 http://www.mbaskool.com/brandguide/lifestyle-and-retail/3186-abercrombie-and-fitch.html...