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Essay / Research Paper Abstract
This 6 page paper examines this well known brand and how events in 2011 prompted it to change course. Bibliography lists 7 sources.
Page Count:
6 pages (~225 words per page)
File: RG13_SA01115aaf.doc
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to be very inappropriate for young girls ("Swimsuit Controversy Forces Abercrombie to Change Target Audience," 2011). The media had made remarks recently and aired films of children sporting the Abercrombie
styles. The young girls wore what seemed to be push up bras. In fact, its 2011 spring line featured bikinis with padded bra tops and this style was being marketed
to girls as young as seven years old ("Swimsuit Controversy Forces Abercrombie to Change Target Audience," 2011). As a result of the controversy, the company changed its target market and
now has settled on girls 12 and older ("Swimsuit Controversy Forces Abercrombie to Change Target Audience," 2011). And while that is the primary target market, the hidden target are these
childrens parents. While the teen market is much more suitable to the sexualized styles, there is controversy there too. However, targeting such products to seven year olds is unconscionable. Yet,
this is not the first time they have pulled such as stunt. Abercrombie pushed thongs for younger girls and again, the target market was as young as seven ("Abercrombie &
Fitch Say Sexualization of Children is "Cute and Fun and Sweet"," 2001). It is obvious that Abercrombie is going after the young teen or tween market. However, why go after
this market as opposed to an older one? Abercrombie after all had been known for targeting a college crowd at one point. In fact, about a decade ago, the Abercrombie
and Fitch catalog that featured almost naked models, was sharply criticized. The use of nude models was creative and ironic, but the
parents of the college students felt it was too risqu?. People were amazed that the models wore nothing when the idea of the catalogue was to sell clothing. Not only
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