The highly competitive fashion business demands that companies be extremely inventive in their promotion strategies. Mass-market brands targeted to youth audiences sometimes choose provocative and controversial ways of brand promotion. Calvin Klein, FCUK, Benetton, Diesel – all these brands are famous for their controversial and provocative advertising.
Established in 1892, Abercrombie & Fitch started as an upscale brand of sports outfit. Its clients' list included Theodore Roosevelt and Ernest Hemingway. After passing through a serious crisis in the '80s and a bankruptcy, it was bought by The Limited, Inc., the company that owns Victoria's Secret, Bath & Body Works and La Senza, etc. When Mike Jeffries, an ambitious manager, came in as chief executive in 1992, the company had 20 U.S. stores, a handful of outlets in Canada and was losing $25-million a year selling classic, "frumpy" preppy styles. Jeffries proposed an unexpected plan of brand restoration and Abercrombie turned......

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Title: A&F Case Study
Approximate Word Count: 2836
Approximate Pages: 12 (250 words per double-spaced page)

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