Okay, color us impressed by this upcoming documentary that’ll appear on Netflix April 19th. It might be just a trailer, but if you either wore the brand or were surrounded by people that wore the Abercrombie & Fitch clothing brand growing up, you’ll probably be interested in this.
The clothing company, which became ubiquitous in malls and shopping centers due to infamous marketing strategies that sought to exclude anyone who wasn’t good-looking enough, experienced a similar fall from grace that similar retailers like American Eagle and Hollister did. In fact, the company’s stock dropped a staggering $70 between October 2007 and the end of 2008, mainly thanks to the Great Recession – but also changing consumer tastes. Of course, you’ll likely remember that A&F was often the most expensive of that category (and were thus harder hit), but the really stunning part is some of the comments the CEO made over the years. Quite honestly, we’re not going to mince words – most of it was utterly vile.
Anyway, the documentary itself airs in less than two weeks, and if the habits of consumer culture or clothing brands and trends is of any interest to you, you’ll want to check this one out.