3 years ago

Watch Netflix's White Hot The Rise & Fall of Abercrombie & Fitch
https://www.netflix.com/title/81323741

Netflix recently came out with a Documentary called White Hot: The Rise & Fall of Abercrombie & Fitch. While the Documentary is kind of a hit piece, it also shows a lot of the cultural changes which occurred between the late 90's and early 2000's to today. While the Netflix brand image and brand popularity suffered over the years, the Documentary kind of shows how certain cultural changes and movements may have hurt the brand, things like the dying off of malls and shopping centers which hurt Abercrombie as they were kind of an experiential retail that doesn't convert as well to online shopping as well as things like the "Body Positivity" movement, and while the documentary didn't touch on this, in the early 2000's to say 2010 it seems like there was a rise in popularity with being a "nerd" or not being part of the "in crowd". Movies like "The Perks of Being a Wallflower" and other similar movies came on the scene which made not being in the popular crowd cool, and I think this also hurt Abercrombie as their whole brand was centered around being a "Cool Kid". As always would love to hear your thoughts so drop a comment down below...

#Netflix #AbercrombieDocumentary #Branding #WhiteHot

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