Scenarioabercrombie amp fitch a retail clothing chain based, Ask an Expert

Management Studies

SCENARIO:

Abercrombie & Fitch, a retail clothing chain based in New Albany, Ohio, launched a line of thong underwear for preteen girls. Words like "eye candy" and "wink wink" were printed on the front of skimpy underwear hat some argued would fit girls aged 5 to 10. Abercrombie is known for its provocative ads and sexually oriented catalogs. Supporters of the strategy claim that producing throng-style underwear for 10 to 16-year-olds is a good move; critics think that the line is tasteless and that marketing it to young girls is contemptuous.

1. Is marketing adult-styled undergarments to a younger audience unethical? Why or why not?

2. Would Abercrombie have been in the spotlight had the sexy words been omitted from the product? Explain your answer.

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Marketing Management, Management Studies

Category:- Marketing Management
Reference No.:- M91733235

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