I watched the White Hot: The Rise & Fall of Abercrombie & Fitch documentary on Netflix. This documentary highlighted many reoccurring themes through Michael Jeffries creative direction of A&F. These themes include, but are not limited to; harassment, racism, exclusivity, toxic work culture, creating issues with self-image for teens, and sexual exploitation.

I then read a case study written by Danae Blanchard, published by The Richard Ivey School of Business. This case study gave me new perspectives on Michael Jeffries impact on his employees, teenagers, and customers.

After researching through these outlets, I then conducted more research of my own. Looking into databases like Statistica and comparing A&F’s profits through the years.