A&F Quarterly No More

Discussion
Dec 10, 2003
George Anderson

By George Anderson

Abercrombie & Fitch has decided to get out of the kitchen. The fashion retailer, which has taken a lot of heat over its A&F Quarterly magazine, has decided to cease publishing with its Christmas issue.

The publication has been at the center of a number of protests from a wide variety of groups, including social conservatives and those supporting women’s rights.

A&F Quarterly was launched in 1997 and began gaining attention and criticism for photographs with models baring lots of skin and little else. The retailer pulled the Christmas issue from its stores after protests over the publication’s “Group Sex” cover story.

The company released the following statement explaining its decision. “While it has enjoyed success with the quarterly over the years, the company believes it is time for new thinking and looks forward to unveiling an innovative and exciting campaign in the spring.”

Moderator’s Comment: Where does Abercrombie & Fitch go from here? What must it do to repair its image and build business?

So much for the adage you can never get too much publicity. A&F is on a roll in the wrong direction with controversy surrounding the company’s hiring
practices and the now defunct Quarterly. Anecdotal evidence also suggests that A&F may have lost its aura of coolness in the eyes of many of the chain’s core customers.
[George
Anderson – Moderator
]

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