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Abercrombie’s Woes

5 July 2011 No Comment

Abercrombie and Fitch has always been known for their sexually charged suggestive themes, that’s old news. So is their ability to strike a racial chord, most notably their 2002 t-shirts that had the slogan “Wong Brothers Laundry Service – two Wongs can make it white” and “Abercrombie & Fitch Buddha bash – get your Buddha on the floor.”  These actions have led many to question how they plan to continue marketing products in a world where the dynamics of race are rapidly changing.

Apparently, Abercrombie is singing the same tune again. A former stockroom worker is suing the historic brand, claiming she was suspended, and then fired because she refused to remove her Muslim headscarf while working. Although Abercrombie has claimed that it does not tolerate discrimination, they have been the target of discrimination suits several times and have settled with class-action parties in the past. Guess their lawyers will have to use those negotiation skills to bail them out, again.

Abercrombie got out of a crappy tough situation in 2005, paying $50Million to class action litigants, and agreeing to adopt new measures to promote diversity within their brand. Don’t believe it? Read up for yourselves.

Either way you look at it, this is crappy ugly for Abercrombie. They already had a lot of ground to make up from their previous missteps, and this just makes the mountain even higher to climb.

Sources: (1) (2)

Aqua Etuk

Assistant Managing Editor

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