Loading presentation...

Present Remotely

Send the link below via email or IM


Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.


Abercrombie & Fitch “The Crom Back”

No description

Amayo Bassey

on 12 December 2013

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Abercrombie & Fitch “The Crom Back”

Abercrombie & Fitch
“The CromBack”

Reporter: Amayo Bassey
Alma Mater: Villanova University
Graduated top 5% of her class
Previous experience working for ABC, NBC, Businessweek
Current reporter for CNN Business

The Team
Kyle Berry - Mike Jeffries
Austin Calitro - New CEO
Martina Brauer - Chief Marketing Officer
Amayo Bassey - Reporter

Mike Jeffries

Alma Mater: Claremont McKenna College
Graduated in the top 5% of his class
Columbia Business School Masters Degree
Previous experience in Alcott & Andrews and Paul Harris
17 years as the leader of Abercrombie & Fitch

Why did you decide to step down?
Do you have anything against fat people/obesity?
A while ago, even your stock suffered from the company’s decision to offer some cast members of the Jersey Shore considerable compensation to not wear Abercrombie-branded clothing. Seems like you didn’t learn from this mistake. How did this happen again?
How does A&F plan to deal with the backlash from your [former] customers?

Key Definitions
Image Restoration:
includes communication that explains the incident but to do so in such way that the organization image is maintained or improved.
Corrective Action:
entails a vow to correct problems created by the crisis.
the organization accepts responsibility for the crisis and asks forgiveness.

Do you have any experience/background in crisis management/damage control?
Are you currently working on restructuring the A&F image/brand?
Will A&F keep catering to the bigger population in upcoming lines?
The future of A&F’s reputation is on the line, many say you may never recover, what do you have to say to them?
Meet: Austin Calitro
Alma Mater: Stanford University (Top 5% of his class)
1990 CFO Express Outfitters
2003 CEO of Express Outfitters
Replacement CEO for Mike Jefferies
Times Magazine Top 50 Most Influential People

Martina Brauer
Alma Mater: Princeton University (Top 5% of her class)
MBA: Tuck School of Business
Previous experience working for Oscar de la Renta and Chief Marketing Officer at Burberry
Current: Chief Marketing Officer at Abercrombie & Fitch

What was the selection process when choosing the organizations A&F would be donating to?
Out of curiosity, as the CMO, was using a specific mold/build of people in your previous ads a way of telling the people who could wear your pieces?
Full transcript