Abercrombie found themselves the focus of their typical unethical discovery. Their newest newsmaker was a push up bikini tareget and sold to little girls. We continuously give them an "accident" pass. But, I seem to think that Abercrombie knows better...there long list of poorly executed product creation surely can't be an accident at this point. They hire experienced professionals to support their business. Has the image of their brand become so riske that it has become acceptable for them to sell sex to a variety of age groups beginning with 6 or 7 years old?
In 2009, stores didn't introduce or emphasize sales to maintain image of its brand. However, it reported a 34% drop in profits during March, 2009 for their stores open for a minimum of 1 year. Was the slight turnaround in the economy and the lack of recent press for them an encouragement to act? Do you think that Abercrombie intentionally tries to stir controversy to receive media exposure? What about other companies that have been caught in similar situations? One time...might be an accident...3,4,5...I highly doubt it.
http://www.ktla.com/news/landing/ktla-abercrombie-kids-bikini-controversy,3,6702506.story
It's possible that they do it on purpose. It keeps attention on them and in a way gives them free advertising, so I don't think they mind it too much or else it wouldn't keep happening. It's the same thing with others who do this. I am sure it's on purpose to get that free publicity. It's just all to incidental.
ReplyDeleteIt is very possible that they continue to do this on purpose. Negative publicity is still publicity and it keeps your name out there. Especially with them struggling this day in time, they are going to try everything possible. Even though they are pushing the envelope with these new "riske" items, maybe they don't see the negative aspects in them. The world the way it is today, you never know. People don't have the same ethics and morals anymore. Maybe they see nothing wrong with the items and are trying to be innovators trying to boost business. Either way you look at it, there should be a better process from what is designed and what makes it through to the public. Have mediators that pick what can make it and what is going to hurt the brand image.
ReplyDeleteI cannot imagine letting my child (or future children, for that matter) wear these swim suits at such a young age. This is mortifying! I agree with the lady who held up the poster. The selection of clothing they endorse are very risky in terms of whether they are promoting or demoting Abercrombie's image. They tend to produce tight, short clothes to show way more body than anyone should see. I can understand the fact that they want to encourage more spending at these stores, but they should have gone a different route. Yes, they stirred up conversation about their company, but they are slowly disintegrating their image. Sometimes I wonder if they actually do try to stir up contraversy on their own. Like Jordan said, it's free publicity either way. The only situation I can think of where a company would have to try to reclaim and rebuild their image would be the situation with Gatorade where Tiger Woods was an endorser for them and he tarnished their image for the way he was quickly portrayed to the nation.
ReplyDeleteIt seems as though abercrombie is doing this on purpose because this gets them alot of attention among the media, while it may put the bad light on them people still like thier clothes and may just remind them to go check abercrombies website or take a trip to the store. So while it may alienate the older people who have these children that is not abercrombies target market anyways so it wouldnt affect them as much in sales.
ReplyDeleteAbercrombie is known for controversy and do I think it is all an accident?.....not really. I personally tend to believe that Abercrombie intentionally tries to stir controversy to receive media exposure. I believe this because Abercrombie stirs up controversy all the time, therefore I have to ask myself if it was an accident would it really happen this much? I would have to doubt it because they are always putting out items or ads that will cause controversy or even hiring only a certain type of people. And I believe if they were not doing these things for media exposure don’t you think they would try to learn from their mistakes and not just continuously make them.
ReplyDeleteI think that Abercrombie is purposely producing controversial clothing items (just as they have done several times in the past) in order to create free publicity for themselves. While it’s not the best publicity, this negative publicity still gets Abercrombies name to consumers involuntarily. Especially with having a product that’s of higher cost than some of its competitors, Abercrombie needs advertising during the current economic recession.
ReplyDeleteWhile some could argue that the bathing suit would be suitable for girls twelve and over, as the statement released by Abercrombie reinforces, it is ultimately up to the consumer to purchase the product and even the brand. Abercrombie has been chastised by the media several times for their risqué advertising and products, and if the consumer still purchases the product then that is their personal choice.
I do believe that Abercrombie continuously makes bad decision to draw attention. Bad press is still press from their view point. Abercrombie has created an image for themselves as the "preppy brand" of clothing and adding a little risky press to their repertoire just adds to their image. Of course we all agree that sexy bathing suits are not acceptable for children 6 years old, but again it does draw attention.
ReplyDeleteAbercrombie knows what they are doing. The company employs too many qualified employees to make an "oops" like that or the other few they have had. Considering this is their multiple "oops", I would argue that the bad press is doing them well.
I dont think they intentionally do that due to it would be a bad PR move for their company being in the media all the time. There are similiar companies that are in the media just as much as Abercrombie, I'd have to say mcdonalds currently due to their knowledge of ecoli present in there burgers.
ReplyDeleteAbercrombie knows exactly what they are doing when it comes to publicity. They know how to get exposure whether it is bad or good, it is publicity. Their name is exposed and is pushed out into the retail world. Abercrombie is known for its scantily clad models and unethical graphic tee shirts. They stick with this store image and are still located in most malls in America. Although Abercrombie loses some potential consumers from their unethical advertising they are not losing enough to not be in business.
ReplyDeleteI am certain that the poor Business result in 2009 for Abercrombie was mostly the consequence of the economic downturn worldwide. Yet, I also believe that the company does participate in such actions to attract their younger targeted audience in order to make them the preferred brand from the early ages.
ReplyDeleteI also think it is unethical to sell products like "push up" bikini for children that are not aware of the meaning or purpose of such clothes, and even less aware of the sexual attraction that such bikini is suppose to impose.
Abercromie as a company is kind of like a misbehaved child. They will do anything to get attention. The company is smart tho. If they can get kids to think they are cool by doing things that stir up contraversy, then they can potentially boost sales. They tend to get away with it too which is surprising since they seem to always be getting into trouble.
ReplyDeleteI like what Matt said about the misbehaving child and I think he is right. Abercrombe knows what they are doing and any publicity is good publicity. Any trend adults find to riske is going to make kids want to do it. As a parent I do have a problem with their method and will not support the brand.
ReplyDeleteI feel that Abercrombie intentionally creates advertisements and products that create a buzz and controversy to keep themselves in the public eye. Both Abercrombie and Abercrombie and Fitch have continuously created racy and often age inappropriate clothing that create a stir. Clothing and advertisements often show little along the lines of coverage and class.
ReplyDeleteI believe this swimsuit incident was intentional and used to keep their name current and on consumer's minds. As long as this brand continues to promote itself as "cool," young and impressionable children will continue to feel the need and desire to wear their clothing. Sadly, as long as people are interested, I believe Abercrombie will continue with these risque advertising techniques.
If they do use controversy to create buzz they go about it in the wrong way. Selling sex to 6 year olds creates controversy but does so in a way that alienates potential customers. People are grossed out by stuff like that unless they're a pedophile. And since they are a higher end brand of casual clothes they should create buzz that more affluent customers would respond to.
ReplyDeleteI believe selling clothing to 6 or 7 years old that are designed to be "sexy" is just immoral. I have never heard of this story until i read the article and it gives me a bad mental mindset about Abercrombie now. In the future when I am the leader of a household my children will not be wearing or shopping at store that designed to make them sexy as children. I feel that they do continue to do endorse controversial clothing so that they can have free publicity. I think this is the complete wrong way to go about marketing themselves to society however. I do not see anything wrong with an grown adult women wanting to wear tighter clothes but there is a time and a place for everything and sometimes companies just go too far.
ReplyDeleteMarketing sexy to children is not only done by Abercrombie other companies are guilty of it. In fact children are exposed to at least 250 sex related topics a day. This is a very sad story for an established company and they should be penalized for such actions. The children need to be protected. There needs to be a limited on marketing to children.
ReplyDeleteI think that Abercrombie does things like this so they will stay in the media and still get attention even if it is negative. Bad media is still going to get their name out there to consumers. I've read stories about their hiring procedures and I'm surprised they are still in business. This company has a lot of controversy around it but I don't think anyone could possibly attract so much negative attention without doing it intentionally over the years.
ReplyDeleteWell they do say that any media coverage is good media coverage. I can see how 6 year old push up bikinis would bring people into their stores for the mere fact of people being curious what other crazy items they are marketing to children. However,push up bikini tops for 6 to 7 year old children is absurd. Abercrombie has always marketed using sex appeal in their adult stores, but I do not know why they would use sex to market to children or the parents of those children. Who in their right mind would buy their child a push up bikini? Abercrombie took it too far, and if their product development department really felt that push up bikinis for 6 year old girls were acceptable, they should probably reevaluate the individuals making those decisions.
ReplyDeleteI definately think that they are trying to get attention, but don't they think they get enough attention from the half naked pictures of the guys hanging in the doorway when you first walk in or the qualifications to be an Abercrombie employee!! Personally, I think mothers should boycott the push up for little girls!! What do we teach them when their 10...PLASTIC SURGERY???!!!
ReplyDeleteI think that this company intentionally sells risky products to increase overall notoriety. Considering this stunt has been performed on numerous occasions one can only imagine that Abercrombie benefits from this publicity. Despite the clothing made for kids it is solely up to their parents to teach them from right and wrong. This clothing company has been around for many years and continues to keep competing with rival brands. The buzz marketing alone for Abercrombie is continuously benefiting their sales.
ReplyDeleteI feel like a&f are over-priced, and arrogant that does not take a lot of consideration for what contents their products contain. They are constantly crossing the line is many different ways. But this could be their strategy, as Blake say above.
ReplyDeleteTanner Nichols
I imagine the main reason we always hear about Abercrombie is because they do most of these stunts for the free publicity. The old saying goes "there is no such thing as bad press" and I feel that Abercrombie capitalizes on this with all the attention they gain from the news.
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