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Abercrombie & Fitch “The Crom Back”

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Amayo Bassey

on 12 December 2013

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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

Questions
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.
Mortification:
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?
Questions
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

Questions
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