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If there was ever a company that thrives on bad publicity, Abercrombie and Fitch seem to fit the bill as they dodge bullets from all directions, based on their clothes, and the circumstances under which they are made. The company target young people with a clothing range that has created unrest among some who consider their styles offensive. This is understandable when you consider they produce shirts with sexist remarks emblazoned across them and even sexually suggestive slogans on underwear designed for children below the teenage years. Add to all of this, the claim that the company are violating labor standards with workers being forced to work long hours.

Abercrombie and Fitch have stoked the fire with provocative advertising campaigns that seem to add weight to the views expressed by opponents. The opposition has not harmed the profits of the company, perhaps confirming that any publicity is good publicity. The company, along with others have been forced to pay compensation to factory workers who claimed they were working under sweatshop conditions. This was followed by a class-action lawsuit brought by employees who claimed they were other fired from their jobs or given jobs that kept them out of public view on the grounds they did not fit the "look".

They really plumbed the depths when they produced thong underwear aimed at children with sexually suggestive slogans. This move was in keeping with their sexually provocative catalogs aimed at the younger generation. Opponents suggest both their catalogs and clothing ranges encourage promiscuous behavior among teens and send out the wrong signals about women. You will find Abercrombie and Fitch stores all over America, a favorite in shopping malls. The stores may not be the first choice for parents of teenagers but they are definitely an attraction for the young people themselves. Though the company also sell perfectly acceptable sports and style ranges, their reputation has been tarnished among the adult population for their stance on producing sexually suggestive clothing for young people.

A&F have obviously concluded that "sex sells" even if the target consumers are young people who are too young to have sex. The resistance to the company's policies is having little success as A&F go from strength to strength. Abercrombie and Fitch is without doubt a popular choice for young people seeking the latest fashion styles but a store to avoid for parents who want their children and teenagers to live a moral life.

Learn more about this author, JC Campbell.
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