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Billy May

Jamestown Advisors LLC
  • Posted on: 04/25/2022

    Is Abercrombie & Fitch’s exposé a crisis or an opportunity?

    So true, Lee. The documentary was a 90 minute Google search, a rehash of old news -- and a one-sided viewpoint at that. It mainly focused on store-level hiring and management practices and legal implications for implementing them. While certainly valid, the film failed to mention the company's perfect score on the Human Rights Campaign’s Corporate Equality Index (CEI) for 15 straight years. It gave lip service to gender and diversity gains at the home office, including an executive team (and board) that is predominantly female (a rarity). It failed to articulate the positive changes made over the past 10 years at the brand, customer and associate experience, and home office levels. ANF is still relevant, generating $3.5B in sales and $500m in annual profit. While the director chose to the title "Rise and Fall," a more complete and accurate story would include the "Evolution" of the brands. That chapter is still being written and I believe important for the brand to communicate openly and candidly.
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