which made its debut on Tuesday, focuses on an industry seldom featured in cinema – the mall retailer – and how a trendy teen brand was able to leverage exclusionary practices to drive record profit.At the centre of the documentary is Mike Jeffries, who served as Abercrombie’s CEO for more than two decades, from 1992 to 2014. He was hired by Leslie Wexner, founder of the company’s onetime parent, Limited Brands, which also owned Victoria’s Secret.
Celebrities featured in ads included Taylor Swift, Channing Tatum and Jennifer Lawrence, and at the height of its popularity, Abercrombie was worth more than $US7 billion.But the brand fell out of favour. Protests erupted over a line of T-shirts called out for being racially insensitive. Jeffries admitted to being exclusionary. And lawsuits started piling up, including a Supreme Court case that found it discriminated against a Muslim woman who wore a headscarf to a job interview.
“While the problematic elements of that era have already been subject to wide and valid criticism over the years, we want to be clear that they are actions, behaviours and decisions that would not be permitted or tolerated at the company now,” it said.Jagged
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