How A CEO Can Wreck A Brand In One Interview: Lessons From Abercrombie & Fitch Vs. Dove

Source: Forbes

So, what happened? As best as I can dissect it, the controversial Mr. Jeffries agreed to an interview with Salon in January of ’06 to celebrate the opening of A&F’s flagship store. Clearly, it was a mistake. Mr. Jeffries was dubbed “The Willie Wonka of the fashion industry” by the reporter who most assuredly could not stand him, and was then excoriated in a very long article. In that article, Mr. Jeffries told of the “secret” of A&F’s newly found success: “…we go after the cool kids…a lot of people don’t belong [in our clothes], and they can’t belong. Are we exclusionary? Absolutely.”

Story length: 747 words

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