Here is the synopsis of our sample research paper on The Abercrombie and Fitch Catalog Controversy. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
This 11 page paper takes a look at the A & F catalogs through the years, the scandals that plagued the firm, and the company's methods of dealing with difficulties. The positive nature of the controversy is highlighted. Bibliography lists 10 sources.
Page Count:
11 pages (~225 words per page)
File: RT13_SA343AaF.rtf
Buy This Term Paper »
Unformatted sample text from the term paper:
in any business, it is known that any publicity is good publicity. Just as a trained dog will act up for attention, so will corporations and when the company is
selling to teens, there will be controversy. Parents want marketers to represent good, wholesome companies and sport ads akin to the "Got Milk" campaign. When catalogs arrive in the mail
that some construe as soft porn, with photographs taken by the controversial photographer Bruce Weber, there is much to complain about. Add to that a lawsuit filed against the
firm for allegedly discriminating against non-whites, and the idea that the firm has also sold tee shirts with slogans offensive to Asians, and more fuel is added to the
fire. Some groups simply hate Abercrombie, the general public is rather neutral, but the college student seems to adore the companys clothing and the catalog that comes with it.
It should also be said that the controversial clothing company is also equated with elitism. It charges high prices and goes after a certain market segment and makes no apologies.
At times, they have pulled catalogs, or slightly cleaned up their act, but only to once again forge a new even more serious campaign. In some way, one could say
that the A&F strategy is to attack, then retreat and lie low for awhile and then wage an even greater attack. While the company has been criticized for a multitude
of things, its catalog is by far its most controversial aspect. Vanderkam (2003) claims that a recent edition of the A & F Quarterly does not have racy pictures, which
may in part be due to a campaign waged by the American Decency Association as well as new campaigns by certain state legislatures (2003). The company is accused of
...