Netflix’s Abercrombie & Fitch Documentary

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Netflix newest must see documentary pulls back the window ornament on one of America’s most recognizable retail brands. White Hot: The Rise & Fall of Abercrombie & Fitch takes after the clothing company’s popularity within the late ’90s and early ’00s, and how controversy encompassing its exclusionary marketing and oppressive hiring affected the company’s signature all American image. The documentary film comes from director producer Alison Klayman, and highlights interviews with handfuls of industry insiders as well as previous A&F employees, executives, and models discussing the company’s wild trajectory.

Abercrombie has been around for 100 years before it got to be what shoppers know it to be as today. It begun as an outdoorsman brand catering towards tip top sportsmen, offering trip products like angling bars, tents, and costly shotguns to eminent names like Teddi Roosevelt and Sincere Hemingway E.B. White once portrayed the windows of the store as being “the manly dream, the doc says. The company fell on difficult times over the decades some time recently retail monster and then L Brands CEO Les Wexner bought the company in 1988, the businessman including it to his portfolio that included Victoria’s Mystery, Shower & Body Works, The White Horse shelter Candle Company, The Limited, Structure, Lane Bryant, Lerner and more.

Initially, Wexner’s plans to reestablish the retailer back to is initial vision failed. But when Mike Jeffries joined as CEO in 1992, he had a vision and begun over  coming up with a equation that, as explained in the doc, “connected the legacy of the brand built up in 1892 whereas catering to the tip top, privileged people and combining it with sexual imagery.” “We knew we wanted to be the coolest brand for the 18 to 22 year olds,” former A&F Merchandising VP Cindy Smith Maglione clarified, A&F Plan VP Charles Martin including, He had a pure mission which was to construct Abercrombie.

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