The first store, David T. Abercrombie Co. was established in 1892 as a retailer of hunting and fishing equipment. Ezra fitch bought in to the company in 1900 and in 1904 it was renamed Abercrombie and Fitch. Michael Jeffries rebranded the store as a teen retailer in 1992.
Figure 1: This video is of celebrity talk show host Ellen Degeneres, speaking out about the limited sizes that Abercrombie and Fitch are willing to produce.
Figure 2: These are screenshots of tweets from twitter where people are feeling negative about their bodies as Abercrombie and Fitch does not fit them.
Abercrombie and Fitch are famous for creating casual clothes for beautiful people. In this campaign from 2013 they have continued their method with the addition of celebrities.
Figure 3: This is an image of actor, Alexander Ludwig modelling for ‘the making of a star campaign’.
Figure 4: A photograph from ‘The making of a star’ campaign by Abercrombie and Fitch.
Abercrombie and Fitch represent them selves with young and attractive men and women who are popular. Many people have an issue with their representation and this has caused a controversy in the media.
Figure 5: A short campaign video by Abercrombie and Fitch to introduce you to the cast of ‘The making of a star campaign.’
Figure 6: These are a small selection of tweets taken from Twitter which are negatively speaking out about the faces and customers of Abercrombie and Fitch.
Figure 7: This female blogger produced her own campaign to stand up against the image of Abercrombie and Fitch.