Abercrombie and Fitch is Rethinking its Brand

Mike Jeffries A&F Messed up his own company - Couldn't have happened to a nicer bloke

Mike Jeffries A&F Messed up his own company – Couldn’t have happened to a nicer bloke

I love an article like this. Total Customer are reporting that Abercrombie & Fitch are having to remove their branding from their branded products, because it has become a turn-off for customers.

Last year, I wrote a post about their CEO Mike Jeffries treating their potential customers with huge disrespect, so I have to say whilst I’m laughing at their misfortune, I’m also reminding myself that you simply cannot ridicule your own customers.

Seven quarterly losses in a row tell quite how bad it is for them. This will eventually kill the brand, just like it did for Gerald Ratner.

Oops.