being nice isnt always a good thing as teen customers continue to flee the brand abercrombie has taken several steps to change its image and tone down its sexy advertisements the company has been criticized in the past for its promiscuous ads and excluding customers who werent toned and preppy former ceo mike jeffries famously said he only wanted the cool kids to shop at abercrombie since then the company has made strides by advocating antibullying campaigns and offering larger sizes but as a result abercrombies allimportant teen customers might be bored by the brand but the companys attempts to become nicer may be more detrimental than beneficial according to one brand expert abercrombie has removed their brand differentiation from what it used to be and by trying to be nice or maybe more kosher concerned with the sensitivity of the americans erich joachimsthaler ceo and founder of vivaldi partners said to business insider i think that has made abercrombie bland not everyone liked abercrombie but one thing was certain about the brand it had a target customer abercrombie fitch had built on a particular customer a particular consumerthey didnt like anybodyformer ceo mike jeffries said he didnt want to market to everyone so i think thats very important if you dont stand for something you fall for anything he explained and what you see right nowabercrombie what theyve done is theyre in eternal drift mode abercrombies lack of a brand identity is evident on its website too with dresses that resemble those from fast fashion beacon components of athleisure and its namesake shirts with the company name emblazoned across the chest this could alleged lack of brand identity could confuse customers according to joachimsthaler ap images abercrombies notorious look policy forced upon employees has landed them a classaction law suit and a lost supreme court case earlier this year abercrombie softened its look policy so while the brand may no longer be offending people as frequently as it used to its not doing anything at all which might be worse as joachimsthaler hugely advocates brand differentiation if you think about it everything that made them different they have removed he said but they havent replaced it with anything business insider published on aug 3 2015 at 0145 pm ist telegram facebook copy link be the first one to comment comment now comments comment now read comment 1 all comments post post find this comment offensive choose your reason below and click on the submit button this will alert our moderators to take actions reasons for reporting foul language defamatory inciting hatred against a certain community out of context spam others report join the community of 2m industry professionals subscribe to our newsletter to get latest insights analysis download etretail app get realtime updates save your favourite articles scan to download app advertisements customer abercrombie fitch mike jeffries vivaldi partners homenewsabercrombie stopped offending its most important customers and that could