Connect with us

Business Marketing

A call for the firing of Abercrombie & Fitch CEO Mike Jeffries

Old comments made by Abercrombie & Fitch’s CEO have led to an apology for misinterpretations of the prejudiced words, but the gesture may not be enough.

Published

on

abercrombie

abercrombie

Abercrombie: apologies will never be enough

Retailer Abercrombie & Fitch has come under attack recently about previous statements made in 2006 which have re-emerged to take the internet by storm. Thanks to social media sites like Facebook, YouTube and others, the outcry has been loud and resonating.

A&F’s CEO Mike Jeffries attempted a half-hearted, at best, apology this week saying, “While I believe this 7 year old, resurrected quote has been taken out of context, I sincerely regret that my choice of words was interpreted in a manner that has caused offense.”

It’s obvious in this statement that Jeffries is still blaming others for “interpreting” his comments “in a manner” that wasn’t how he supposedly intended. When he said A&F is “absolutely exclusionary” and only markets to “cool, good-looking people,” we’re supposed to believe there’s an alternative way to interpret that statement other than the obvious? No, there’s only one interpretation and that’s what people are justifiably outraged about.

Bringing prejudices to light

Even more telling is a recent meeting held between Abercrombie executives and teen protesters at which Jeffries was not present. In the meeting, Benjamin O’Keefe, who created a Change.org petition, pleaded with the executives to change their company’s “DNA.”

Furthermore, what is an aging and obsolete individual like Jeffries doing judging other people? He’s not some icon of saintly virtue or sexiness, he doesn’t give unselfishly to the community, but yet he points a finger at others and deems them unworthy of over-priced clothing that will fall out of fashion in its own time and way. And the reality is, this media storm has brought his prejudices to light and painted him in a spotlight so bright it’s blinding. Woe to the retailer who incurs such public wrath.

How A&F can apologize

If Abercrombie & Fitch as a company wants to truly apologize, they will fire their CEO. Immediately. Without any bonuses or benefits, because it’s a guarantee that if another employee other than a top executive had made those comments, not only would they be in court, but fired immediately.

Abercrombie’s continued allowance of this individual to represent the company is unacceptable and makes Jeffries’ apology worth less than the paper or screen it appears on. It’s obvious from his statement that Jeffries is only pandering to the media and telling consumers what he thinks they want to hear to save face. It will not work.

For A&F to repair the damage, it will undoubtedly take time. They need to find new leadership that will help steer the company in a better, more positive direction. And it’s possible for retailers to be properly exclusionary toward your market without being ignorant or prejudiced in the process. Let this be a warning to retailers everywhere: the American public will hold you accountable. Corporate executives must be held responsible for their actions.

Charity Kountz is an award-winning fiction and nonfiction author as well as a Realtor and certified Paralegal. Her writing has been featured in Coldwell Banker, iPhone Life, Strategy magazine, Duck Soup magazine, and more.

Continue Reading
Advertisement
6 Comments

6 Comments

  1. Chris Johnston

    May 24, 2013 at 8:34 am

    “If Abercrombie & Fitch as a company wants to truly apologize, they will fire their CEO. Immediately. Without any bonuses or benefits”

    Unfortunately this is a fantasy that will never happen, there is a reason those executive packages are called golden parachutes, and often negotiated in advance. Despite all the public outrage has the stock price taken a dip? Well, the answer is no. In the last month the stock has risen 17%, and as a CEO one his prime motivations (and usually something his bonus is based on) is an increase in value for the shareholders; he has delivered that.

    If people are really outraged by Abercrombie, they would stop buying their clothes. People who don’t wear Abercrombie getting mad at Abercrombie just proves all along what the CEO was saying.

    • Lani Rosales

      May 24, 2013 at 10:27 am

      Although I agree Jeffries should get the boot, I too believe Abercrombie should be on the “no buy” list for people who hate his philosophy. We showed our teen the #fitchthehomeless video (alluded to in the story above) and she sent it to all of her friends, so that’s 25 teen girls who have vowed to get rid of and stop buying A&F. And they have. By choice. That’s how the free market works. It’s beautiful.

      • Charity Kountz

        May 24, 2013 at 11:52 am

        I’m so glad to hear that Lani! That’s great! Together we can make a difference, I just know it! I’ve started a twitter & FB campaign to help raise awareness too. Thanks for assigning this topic to me, who knew I’d become so opinionated? lol

  2. Charity Kountz

    May 24, 2013 at 11:50 am

    I absolutely agree with you Chris – it’s a fantasy. But both could work to solve the situation – not buying the clothes and keeping the heat on the retailer’s executive team. While I realize they’re unlikely to eliminate him without benefits, they CAN and SHOULD eliminate him, regardless of contract. Look at what JCPenney did to their CEO – yes, there were performance issues but with the level of bad press the retailer is getting, it should be getting A&F’s attention and concern. Great comment @techchris:disqus! Thanks for sharing!

  3. Zach Paul Bowyer

    May 26, 2013 at 9:43 pm

    I spent $500 on new clothes this past week IN OTHER STORES. I used to be a serious A&F customer but no more. It’s really too embarrassing.

Leave a Reply

Your email address will not be published. Required fields are marked *

Business Marketing

Audio branding: Is this the next big boost in brand recognition?

(BUSINESS MARKETING) Brands have invested heavily in audio branding in 2021, here’s how that is changing up the branding rankings for businesses.

Published

on

Person at audio mixing table, preparing audio branding

Media consumption and engagement with brands across digital platforms is increasing, according to sonic branding agency amp; and companies investing in audio branding are creating a significant competitive advantage. The Best Audio Brands (BAB) index created by amp uses 5 key criteria to measure audio investment performance: Customer recognition, customer trust, customer experience, customer engagement and customer belonging. The agency claims that companies investing in high quality audio assets for their brands have gained ground by establishing a recognizable audio identity.

Michele Arenese, amp CEO said, “Making a brand heard is more important than ever before. The past 18 months have accelerated the importance of sound and voice as vital elements of the brand identity and customer experience toolbox. Meaningful and purposeful brand communication takes advantage from a ownable and authentic sound ecosystem.”

For the second consecutive year, Mastercard ranked highly across all key criteria measured by the BAB and topped the list. Other brands that fared well on this year’s index were Netflix, which moved up 27 places by using it’s famous “ta-dum” more widely and Coca-Cola which collaborated with Tyler the Creator and invested more in bespoke music. In addition, 5 new brands to make the top 10 this year were Audi, Mercedes, Netflix, Hyundai and Siemens. The highest climbing brands were in the financial sector: HSBC, American Express and J.P. Morgan. The highest climbing sector, however, was beverages followed by automotive. Brands that dropped in the rankings this year were Google, Amazon, Colgate, Goldman Sachs, and Danone.

Björn Thorleifsson, Head of Strategy & Research, amp said: “This year has shown that those who were already embarking on their sonic branding journeys have increased their lead on trailing rivals – now clearly falling behind. Given the evolving ability of sound to reach consumers whatever the device or channel they’re on, we expect to see increased investment from brands looking to stand out amongst the online noise. There are already best practice examples from leaders, such as Mastercard, and we’d encourage those who want to improve brand recognition and even performance, to adopt a little less conversation on sonic branding, and a little more action.”

Continue Reading

Business Marketing

Buffer’s four-day workweek experiment: Boost or bust?

(BUSINESS MARKETING) After trying out a four-day workweek last year, Buffer is moving forward with the format going into 2021, citing increase in productivity and work-life balance.

Published

on

Man working in office with headphones on, making use of flexible four-day workweek.

The typical five-day workweek is a thing of the past for Buffer, at least for now. The company has decided to implement a four-day workweek for the “foreseeable future.”

Last year, the company surveyed its employees to see how they are dealing with the ever-changing landscape of the pandemic and the anxiety and stress that came along with it. They soon learned employees didn’t always feel comfortable or like they could take time off.

Employees felt guilty for taking PTO while trying to meet deadlines. Juggling work and suddenly becoming a daycare worker and teacher for their children at the same time was stressful. So, Buffer looked for a solution to help give employees more time and flexibility to get adjusted to their new routines.

Four-Day Workweek Trials

In May, Buffer started the four-day workweek one-month trial to focus on teammates’ well-being. “This four-day workweek period is about well-being, mental health, and placing us as humans and our families first,” said Buffer CEO and co-founder Joel Gascoigne in a company blog post.

“It’s about being able to pick a good time to go and do the groceries, now that it’s a significantly larger task. It’s about parents having more time with kids now that they’re having to take on their education. This isn’t about us trying to get the same productivity in fewer days,” Gascoigne said.

Buffer’s one-month trial proved to be successful. Survey data from before and after the trial showed higher autonomy and lower stress levels. In addition, employee anecdotal stories showed an increase in worker happiness.

With positive results, Buffer turned the trial into a long-term pilot through the end of 2020. This time, the trial would focus on Buffer’s long-term success.

“In order to truly evaluate whether a four-day workweek can be a success long-term, we need to measure productivity as well as individual well-being,” wrote Director of People Courtney Seiter. “Teammate well-being was our end goal for May. Whether that continues, and equally importantly, whether it translates into customer and company results, will be an exciting hypothesis to test.”

Trial Results

Company Productivity
Buffer’s shorter workweek trials showed employees felt they had a better work-life balance without compromising work productivity. According to the company’s survey data, almost 34% of employees felt more productive, about 60% felt equally as productive, and only less than 7% of employees felt less productive.

However, just saying productivity is higher isn’t proof. To make sure the numbers added up, managers were asked about their team’s productivity. Engineering managers reported that a decrease in total coding days didn’t show a decrease in output. Instead, there was a significant output increase for product teams, and Infrastructure and Mobile saw their output double.

The Customer Advocacy team, however, did see a decline in output. Customer service is dependent on customer unpredictability so this makes sense. Still, the survey showed about 85% to 90% of employees felt as productive as they would have been in a five-day workweek. Customers just had to wait slightly longer to receive replies to their inquiries.

Employee Well-Being
With more time and control of their schedules, Buffer’s survey shows an increase in individual autonomy and decreased stress levels reported by employees. And, the general work happiness for the entire company has been consistent throughout 2020.

What’s in store for 2021?

Based on positive employee feedback and promising company results, Buffer decided it will continue the company-wide four-day workweek this year.

“The four-day work week resulted in sustained productivity levels and a better sense of work-life balance. These were the exact results we’d hoped to see, and they helped us challenge the notion that we need to work the typical ‘nine-to-five,’ five days a week,” wrote Team Engagement Manager Nicole Miller.

The four-day workweek will continue in 2021, but the company will also be implementing adjustments based on the pilot results.

For most teams, Fridays will be the default day off. For teams that aren’t project-based, their workweek will look slightly different. As an example, the Customer Advocacy team will follow a different schedule to avoid customer reply delays and ticket overflow. Each team member will still have a four-day workweek and need to meet their specific targets. They will just have a more flexible schedule.

Companies who follow this format understand that output expectations will be further defined by area and department level. Employees who aren’t meeting their performance objectives will have the option to choose a five-day workweek or might be asked to do so.

If needed, Fridays will also serve as an overflow workday to finish up a project. Of course, schedules will be evaluated quarterly to make sure productivity is continuing to thrive and employees are still satisfied.

But, Miller says Buffer is “establishing ambitious goals” that might “push the limits” of a four-day work week in 2021. With the world slowly starting to normalize, who knows when a four-day workweek might reach its conclusion.

“We aren’t sure that we’ll continue with the four-day workweeks forever, but for now, we’re going to stick with it as long as we are still able to hit our ambitious goals,” wrote Miller.

Continue Reading

Business Marketing

10 easy steps to get into Instagram marketing

(BUSINESS MARKETING) Want to up your social media marketing game? Start better with Instagram for your business using these easy tips to quickly get established.

Published

on

Instagram post open on a tablet

When Instagram first came on the scene, it was simply a place to share pictures of your cat or a pie that you just baked. While it still is a place for that kind of content, it has also grown into a platform where one can influence others and build an empire.

So, if you’re looking to step up your social media marketing game through use of Instagram, look no further than using these 10 steps from Neil Patel.

  1. Switch to a business profile: This is super easy and can be done in just a few clicks. Switching from a personal to a business profile gives a better look at your followers through Insights, allowing you to see analytics and impressions. It also adds a contact feature that takes a visitor right to an email draft to you – just like it would on your website. All this and it makes it possible to publish ads.
  2. Use free marketing tools: Because Facebook owns Instagram, they operate kind of similarly. As mentioned in #1, Insights allows for a deep dive into personalized analytics to see what kind of posts are clicking with your audience and which aren’t. That way, you know what kind of content to continue with and what to do away with.
  3. Post product teasers: There are a variety of ways to do this, including posting about flash sales or linking business platforms that sell your product to make it easier for your customer to shop. The trick here is to not be pushy, but instead be enticing and make the post convenient for your consumer.
  4. Create a sponsored ad: Like Facebook, you can post ads and include a specific budget of what you want to spend. You can showcase one ad or multiple with the carousel feature. You can also target the exact demographic you’re looking to hit.
  5. Instagram stories: These last 24 hours and don’t have to be as “fancy” as a regular post. Give followers a glimpse into your brand with behind-the-scenes shots, polls, fun questions, etc. Make them feel like they’re part of the experience and use this as a way to tell your brand’s story.
  6. Partner with influencers: Work out a deal with influencers who have a decent following. Send them one of your items in exchange for them posting a photo of the item and tagging your brand. This will reach their whole followership and build your credibility.
  7. Collect user-submitted photos: Share photos posted by customers loving on your brand or product. Either share them to your story, or use a regram app to repost customer photos to your feed. It’s basically free advertising for your product.
  8. Hashtags: Come up with an interactive hashtag solely for your brand. Think in terms of verbs (a la Nike’s “Just Do It”). It can be punny or practical, but something that people attribute to your brand and your brand only.
  9. Timing and over-posting: Look into the best times to post – this is when your users are most active. It will be helpful to use Insights to understand when your time to shine may be. According to SimplyMeasured, the worst days to post on Instagram are Wednesdays and Sundays, while Mondays and Thursdays are the best days to post. Also, don’t over post. It’s annoying and it’s always best to err on the side of quality over quantity.
  10. Track the right metrics: Insights do no good if you aren’t looking at the right data. You need to keep tabs on whether or not what you’re doing is increasing your follower growth as well as growth for your interaction. With research, use of Insights and a little trial and error, you’ll get yourself to where you need to be.

Continue Reading

Our Great Partners

The
American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.

Emerging Stories

Get The American Genius
neatly in your inbox

Subscribe to get business and tech updates, breaking stories, and more!