Essay --

Samah ElmeriInternational Marketing17 November, 2013Abercrombie & FitchIntroductionFor the purposes of this reputation we give be dealing the ostracise effects on Abercrombie & Fitch a U.S based clothing company. At first we will analyse the concept of boycotting multinational companies to understand the different choices boycotters make when targeting the guilty company. We will look at the history of the company its beginnings, evolution of concept, failures and successes. An important part of this paper will be assessing the main factors and reasons that led to the boycott. We are going to be analysing the effects of the boycott keeping in mind that although the reasons behind the controversial boycott cede taken place a couple of years ago, only in 2013 has the boycott been initiated by several different parties involved. To be able to understand what triggered the boycott to begin we are going to try to understand how it all came about to begin with. There are several conc erned parties in the boycott and each have their own agenda and reasoning to boycott the company. To give a more thorough analysis of the initiators of this particular boycott their relation to one other will be discussed in the paper. Another important part of the boycott is the different types of effects that these boycotters have on the company. We will closely study the reasons, the effects, the abnormal parties, and the path for damage control and reconciliation chosen by Abercrombie & Fitch as well as its results both the negative and the positive. Finally we will discuss the effectiveness of the boycott on the Abercrombies internationalization, market strategy, competitiveness, and market activities.BoycottHistory of Abercrombie and F... ...escribes Jeffries business savvy skills saying If history is any indication, Jeffries wont let anyone girlcotting high school feminists, humourless Asians, angry shareholders, thong-hating parents, lawsuit-happy minorities, nosy journa lists, copycat competitors or uptight moralists get in his way. Another important issue that was turn to in the Business Report article is the fact that A&F only carries larger sizes in the mens clothing because athletes are anticipate to buy A&F clothes however in the womens clothing lines sizes are smaller and do not carry to larger size females. He doesnt want larger people shopping in his store, he wants thin and beautiful people, Lewis said. He doesnt want his core customers to fascinate people who arent as hot as them wearing his clothing. People who wear his clothing should feel like theyre one of the cool kids.