What Can Marketers Learn From the Downfall of Abercrombie & Fitch?

The recent Netflix documentary that highlighted the brand built on exclusion serves as a cautionary tale

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Growing up, I wasn’t one of the cool Abercrombie & Fitch kids. It wasn’t a brand that reflected me, spoke to me or included kids who looked like me. Abercrombie & Fitch was selling a dream, a fantasy that celebrated and centered around thin, white, confident, cool, all-American kids. The brand prided itself on building a fashion empire based on the premise of exclusion.

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