Saturday, June 22, 2013

Abercrombie & Fitch Does It Again – Another Marketing Disaster

It seems that Abercrombie & Fitch just cannot get it right.

After its previous marketing disaster, the company went on to alienate even more potential:0">potential
) customers.

The company launched a T-shirt with the following text printed on it:

#more boyfriends than t.s.

It tried to poke  fun at singer Taylor Swift’s love life,

As any marketing professional could have told the company, it alienated the singer’s loyal fan base. It did not take long for fans (known as “Swifties”) to take action.

Ms. Emma Worley from Pennsylvania posted an online petition asking Taylor Swift fans around the world to rally against the T-shirt. She got about 130 signatures supporting her petition to have the shirt pulled from stores. Although this does not seem to be an impressive number, it was enough to force Abercrombie & Fitch to react, announcing on Twitter that it would pull the T-shirt from its stores.

Apart from Ms. Worley, fellow Swifty Ms. Chelsea Nicole took to You Tube to express her discontent.She calls Abercrombie's PR department to voice her complaint. She also appeals to fellow swifties to do the same.

Singer Taylor Swift herself hasn’t made any comment about the T-shirt, which is a smart move from her side.

Taylor has more than 20 million Twitter followers who don’t want to shop at Abercrombie & Fitch anymore. To just quote one of them: “I don't even care that the T-shirt is out of production, I will never shop at Abercrombie & Fitch again. I hope your business falls to the ground."
It’s time for Abercrombie & Fitch to reconsider its marketing and PR!

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