By Mark Ritson

In the early 1990s, former CEO Michael Jeffries took the retailer into dangerous and exciting territory with a provocative approach to targeting, positioning and retail execution. He explicitly went after young, popular, attractive kids as his focus and then adopted an astonishing array of disruptive visual merchandising tactics to win them over.

From six-pack wielding guardians at the entrance to the highly stylised sales assistants known as ‘models’ on the shop floor, Abercrombie became the standard bearer for the fascism of teenage fashion. The brand not only excelled at targeting its core customers but also in turning off non-target shoppers. Abercrombie’s Read full story ›

Source: Marketing Week