Research Purpose The project that our group has chosen to explore is concerning the Abercrombie and Fitch clothing company. More specifically, the recent issues and cases that have brought against them regarding racial hiring issues and the boundaries that they have chosen in promoting sex in their lines of clothing. The issue we raise is their hiring practices and lawsuits that have been brought against their company. We want to examine how these legal issues affected their sales and how they use their employees to project their brand image. We are going to survey and analyze how Abercrombie& Fitch projects their persona and lifestyle of their brand. Firstly, to give a brief history of Abercrombie and Fitch (which we will simply refer to as A&F from now on). A&F began in 1892 when founder David Abercrombie introduced the company, where he organized the first store being in downtown Manhattan. Then, in 1900 Ezra Fitch left his law firm and bought into the company with Abercrombie. Fitch immediately began to implement a new style to the store. In 1909 the first catal......

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