Post by sakibkhan47 on Feb 22, 2024 10:06:34 GMT
Let's start by identifying this type of brand: it is a brand, the White Hot one , which easily explodes, but which collapses with the same ease. This is what fashion journalist Robin Givhan explains in the Netflix documentary: “When a brand becomes white hot, that is, it immediately reaches the top, it doesn't last long.” Hot white brands suddenly reach the top, but then quickly sell out: this is the story of Abercrombie & Fitch, an undisputed myth between the 90s and early 2000s, which all of a sudden lost its grip on the mainstream public brand excellence, teenagers . But how did it happen? Abercrombie & Fitch yesterday: success A cultural phenomenon Abercrombie & Fitch was founded in 1892 thanks to David T.
Abercrombie as a sectorial brand dedicated to the clothing of high-level athletes, in Croatia WhatsApp Number particular hikers . But it was when Mike Jeffries took the reins, starting in the 90s, that it reached the pinnacle of success. In fact, in a society - that of the time - in which important but luxury brands excelled, such as Ralph Lauren and Calvin Klein , Abercrombie & Fitch made its way, ambitious but not too expensive and certainly more accessible. A&F quickly became a true cultural phenomenon: wearing Abercrombie meant being part of a group, a "sect", having a status of belonging . On the contrary, not doing it meant not being fashionable, not being ' cool '. At that time social media did not yet exist, and it was the magazines and advertising campaigns that dictated what was trendy, together with the shopping centres , where people went to understand how to dress and what to wear. Precisely for this reason,
shopping centers were filled with Abercrombie stores, which soon became meeting points for young people . Example of a shopping center In just a few years, Abercrombie acquired a priority position in the collective imagination: it influenced consciences and transformed into a real culture, called " Abercrombie culture ". People are starting to tattoo the brand's name, as explained in the Netflix documentary: “It got to that point, it was like a disease, a real culture: the Abercrombie culture.” A culture that everyone wanted to be a part of: everyone wanted to be associated with Abercrombie. But, unfortunately, the brand wasn't for everyone . Abercrombie politics Well yes, Abercrombie was not intended for everyone, indeed it aimed at exclusion without denying that it was discriminatory in taste and aesthetics, as Mike Jeffries , former CEO of the brand, declared several times: “ We cater to the cool kids, the typical handsome, attractive American with lots of frien
Abercrombie as a sectorial brand dedicated to the clothing of high-level athletes, in Croatia WhatsApp Number particular hikers . But it was when Mike Jeffries took the reins, starting in the 90s, that it reached the pinnacle of success. In fact, in a society - that of the time - in which important but luxury brands excelled, such as Ralph Lauren and Calvin Klein , Abercrombie & Fitch made its way, ambitious but not too expensive and certainly more accessible. A&F quickly became a true cultural phenomenon: wearing Abercrombie meant being part of a group, a "sect", having a status of belonging . On the contrary, not doing it meant not being fashionable, not being ' cool '. At that time social media did not yet exist, and it was the magazines and advertising campaigns that dictated what was trendy, together with the shopping centres , where people went to understand how to dress and what to wear. Precisely for this reason,
shopping centers were filled with Abercrombie stores, which soon became meeting points for young people . Example of a shopping center In just a few years, Abercrombie acquired a priority position in the collective imagination: it influenced consciences and transformed into a real culture, called " Abercrombie culture ". People are starting to tattoo the brand's name, as explained in the Netflix documentary: “It got to that point, it was like a disease, a real culture: the Abercrombie culture.” A culture that everyone wanted to be a part of: everyone wanted to be associated with Abercrombie. But, unfortunately, the brand wasn't for everyone . Abercrombie politics Well yes, Abercrombie was not intended for everyone, indeed it aimed at exclusion without denying that it was discriminatory in taste and aesthetics, as Mike Jeffries , former CEO of the brand, declared several times: “ We cater to the cool kids, the typical handsome, attractive American with lots of frien