The company claims 18 to 22 year olds as it target market, but it’s marketing appears to be aimed at all teens in general. The claim of a college-age target market is likely designed to counteract backlash form its erotic “shockvertising”. Abercrombie and Fitch recently introduced toned-down “Abercrombie” stores with a target market of 7 to 14 year olds. Abercrombie and Fitch have received both positive and negative publicity as a result of its target market. Abercrombie’s positive publicity is mainly due to the positive reaction of 18 to 22 year-olds. Alternatively, Abercrombie’s negative publicity is attribu

For example, suppose two individuals with differing levels of quantifiable productivity apply for the same position at the same point in time. All things being equal, from the economic perspective, hiring the more productive individual would be advantageous to the company. Should the company, however, choose to employ the less productive individual, it will not realize profits as high as those brought about by employing the more productive individual.

A lawsuit filed in federal courts in recent weeks reportedly states that "Abercrombie discriminates against blacks, Hispanics and Asians by enforcing a nationwide corporate policy of preferring white employees for sales positions, desirable jobs and favorable work schedules (Mattei 2003).

Although some of the shirts were pulled from the stores, the company released a statement saying the company “thought Asians would love” the shirts, a blatant indication that the company lacks basic sensitivity toward minority communities. At rallies at Abercrombie & Fitch store in different cities, protesters have been harassed, threatened and racially profiled by security guards. All of these practices are illegal, but somehow it seems a large portion of mainstream America supports the company’s racist and illegal practices.

The fact that Abercrombie & Fitch has not taken responsibility for selling racist shirts indicates the company obviously does not understand the issues at hand. Regardless of its specific reasons, the behavior of this massive company indicates racism at the highest levels of its corporate ladder.

In other words, Abercrombie and Fitch, a constant winner in the voluntary “dollar-vote” elections of the market, is accused of being an intensely racist company in both its employment practices and its product marketing.

Regardless of the intentions and supposedly prejudice nature of Abercrombie and Fitch’s corporate policies, and the steps it may or may not take in making employment and marketing decisions, the lawsuit brought against the company is an embodiment of either misunderstanding or old-fashioned ignorance.

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