Mark Borkowski, a leading brand and celebrity publicist, said: “This is probably one of the biggest gaffes by a fashion retailer – it is a disgrace and a PR nightmare.
“When people are confronted daily with pictures of heroic soldiers returning from Afghanistan with missing limbs, people will look at this case and think that Abercrombie & Fitch is incredibly shallow.
“It is potentially very damaging to them and they will need to work hard to restore some depth to their brand if they are to maintain their position in today’s competitive environment.”
“Jason Nisse, a PR executive from the firm Fishburn Hedges, added: “Abercrombie & Fitch should not confuse creating an aspirational image with being elitist.
“They need to immediately reassure customers that this is a brand for everyone, not for just some ideal that they have of what is a beautiful person, or they will rightly become the poster boys for everything that is wrong with the fashion industry.” Telegraph.co,uk
Apart from the legal niceties of how they discriminated against Ms. Dean, it is obvious Abercrombie and Fitch did wrong her to the tune of $15,000. Is it chic to discriminate?“When people are confronted daily with pictures of heroic soldiers returning from Afghanistan with missing limbs, people will look at this case and think that Abercrombie & Fitch is incredibly shallow.
“It is potentially very damaging to them and they will need to work hard to restore some depth to their brand if they are to maintain their position in today’s competitive environment.”
“Jason Nisse, a PR executive from the firm Fishburn Hedges, added: “Abercrombie & Fitch should not confuse creating an aspirational image with being elitist.
“They need to immediately reassure customers that this is a brand for everyone, not for just some ideal that they have of what is a beautiful person, or they will rightly become the poster boys for everything that is wrong with the fashion industry.” Telegraph.co,uk
“Marketing experts described the case as “one of the biggest gaffes” by a fashion retailer, and warned it could damage the brand.
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