Mazuva Ano Abercrombie & Fitch Shake Brand Image Damaged by CEO Jeffries?
Pasi peutungamiri ve CEO Mike Jeffries, basa reAbercrombie & Fitch, rhetoric pamusoro peAbercrombie & Fitch , uye zvisarudzo zveutungamiri zveAbercrombie & Fitch zvaiva zvose nezvekuvaka kukosha kweAbercrombie & Fitch "brand." Izvo zvigadzirwa, mutengi wehutano, uye chiitiko chevashandi paAbercrombie & Fitch zvekutengesa zvinoshambadza zvose zvakapoteredza "brand" uye kukoshesa kwakanyanya kwakaitwa naJeffries.
Kunyange zvazvo Jeffries aiita seanonyatsopindirana nepfungwa yokuti michina isingaoneki inogona kuwedzera kukosha kwekambani yekambani yekutengesa, izvo zvaasina kumboita sekunzwisisa zvakakwana yaiva musiyano pakati pechinhu chinonzi brand , icho chinowanikwa iyo kambani inyanzvi yekutsvaga kutengeserana , uye marisi chaiwo , iyo inowanikwa mumakambani ekugadzirwa kwekambani uye zviitiko zvevatengi.
Mifananidzo vs Reality
Kutora chimiro chechimiro ichocho pamusoro pezvokwadi yemuchina chaiyo kunze kwechirongwa uye muchibatsiro, ndinorangarira hurukuro yandaiva nayo mune imwe yekutengesa kofi kuToombaomba, Australia pasina nguva mushure mekunge Mike Jeffries 'akasika mutengi wepasi rose achitsamwira Abercrombie & Fitch ne mamwe mazwi pamusoro pevechidiki vechidiki vane hutano izvo vazhinji vakawana vachizvidza zvakanakisisa uye zvakasarura kusarura pane zvakaipa.
Iyi hurukuro yakaitika muchitoro chekofi neboka remakumi ezviuru kubva kuGermany, neNetherlands, Australia, uye neUnited States iyo vavaki-vhizha vaizove vakaona seboka rakakwana reAbercrombie & Fitch.
Ndakanga ndiri mucherechedzo anofarira apo makumi ezviuru zvemakore, achingoerekana aita nhengo uye achitanga kuita hurukuro inofadza pamusoro paMike Jeffries. Vose varume nevakadzi vanobva kunyika dzakasiyana-siyana, vose vakange vanzwa nezvekunyadzisa kwaJeffries kwevanhu veXLers vanotarisira kufamba uye kutengesa pakati pedu, uye vose vakange vane chimwe chinhu chavangataura pamusoro pazvo, hapana chaicho chaifadza kana chaitsigira kwaMike Jeffries .
Pamberi paMike kushevedzera, Elsa, Hollister-akapfeka chiGermany akati, "Ndakatora teresi iyi [Hollister-branded] mu $ bin $ 5 pandakanga ndiri kuNew York. Handitengi pachitoro cheHollister muGermany. " Pandakabvunza kuti sei kwete, iye akati, "Nokuti tarisa!" Zvinoita sokuti yakashambidzwa kakapetwa kazhinji uye ini handina kumbopfeka zvakanyanya. "Zvinhu zvavo hazvisi kunaka kwakadaro saka handisi kuzobhadhara $ 30 t-shirt. "
Pamashoko ose anoseka akange akabatwa patafura shure kweiyo-uye vamwe vavo vakanga vane utsinye -Elsa mazwi angangodaro ainyanya kuvhiringidza naMike Jeffries. Haisi chikamu pamusoro pehupfeko iyo isina hutsika hwakanaka, asi chikamu che $ 5 bin. Haisi chakavanzika chokuti Mike Jeffries akazvidza kutengesa pricing. Uye kana pane zvakambove zvakadaro chinhu chakadai se $ 5 bin mubato reNew York Hollister kana kwete, chokwadi chokuti $ 5 yematengo ingambove yakabatanidzwa nenguvo yeHollister - kunyange mukana yekutengesa imba yepafi-inenge yakakwana kuti iite Jeffries anorasikirwa nemabiko ake ega-jet-white-glove.
Uye izvo, mumaonero angu, zvingaratidza kuti kufanirana kwakaitwa naJeffries pamusoro peizvi pakati pechinhu chechigadzirwa chechigarire uye chechokwadi chaicho chakanga chiri kure.
Hazvina mhosva kuti vakomana vasina shati, uye cheer squad vechidiki mitambo yaaishandisa kuita zvepabonde chiitiko chekutengesa uye kugadzirisa Abercrombie & Fitch mifananidzo yemufananidzo, chokwadi chaicho cheAbercrombie & Fitch chikava chichioneka muhukama pakati pemutengi uye chibereko.
Dzvanisa Pakati Pechifananidzo Nehutano
Kunyange zvazvo Jeffri akanga achiita sokuti haana kunyanya kufunga nezvekugadzira chimiro chechigadzirwa chaizoderedza matengo ekupedzisira, akakanganwa kuona kuti humwe hutengesero hwaaitengesa hwave hwakaderera kusvika pakupedzisira. Asi vatengi havana kukanganisa kuona. Uye ivo havana kufunga kuti zvakanga zvakanaka, zvisinei kuti chii chakaitwa neAbercrombie & Fitch marketing campaign yakavaudza kuti vafunge.
Zvimwe Zvinetso zveMifananidzo
Jeffries akaita sokuti akanga asingashandisi kambani kwemakore makumi maviri nemaviri, zvakanyanya sezvaainge achimhanya pikiti-kukokwa chete.
Kunyange zvazvo izvi zvichimuisa munzvimbo yakakodzera yekutengesa panguva yakanyanyisa yekukwanisa kubhadharwa mu narcissistic yakajeka makore makumi mapfumbamwe, Jeffries haaoneki achiziva kuti chikamu chakakura uye chakaputika. Iko kukokwa kunotumirwa kune avo vangave vatsva vemuAbercrombie vedzinhengo dzepasi pose mumakore mushure mokunge Kuburitswa Kwekukuru kwave kusarambwa nokuti kudya zvinodarika uye mafungiro asina kurega zvakanga zvisiri "zvakadaro" zvakare.
Jeffries angataura kuti narcissism haitomboiti. Asi Abercrombie & Fitch's revenue, iyo yakawanda-yekutengesa zvitoro, uye kutengesa kwematengo zvakasara kwekugara kwake se CEO uye inoratidzika kuratidza kuti nhamba yevanhu vanobvumirana neJeffries 'maonero enyika inoparadza yakaramba ichiwana makore mashoma-gore .
Jeffries akatanga kutanga kurasikirwa ne "yakanatswa" yeAbercrombie & Fitch brand muU.S. paakabvisa vatengi vake kuburikidza nekuramba kugadzirisa mitengo kuburikidza nehupfumi. Kuvimbika Abercrombie & Fitch vatengi havana kufunga kuti zvakanga zvakanaka. Uye kubudirira kugadzirisa mazano anoshandiswa neAbercrombie & Fitch makwikwi seAmerica Eagle, The Buckle, uye H & M muHurumende Yakare Recent yakaratidza kuti Jeffries's defiant kwete-discount stance yakanga yakanyanya kutsamwa kupfuura nzira inogona kugadziriswa.
Mushure mokunge vatungamirira kambani iyi mune imwe nzvimbo yepamusoro recessionary slide, Jeffries akaedza pasina kuwana nzvimbo itsva pasi pano apo Abercrombie & Fitch, Hollister, uye Gilly Hicks zvivigiro zvinogona kudzoka zvakare. Akanga asina mukana wakawanda.
MuVainglorious Style of Management handbook, zvinonzwisisika kuisa $ 7 Mamiriyoni pamwedzi mari dzekutengesa zvekushanda muHong Kong. Asi mune mamwe mabhuku-kufanana nemabhuku ekugadzirisa-yaive ichiita seinozvikudza uye chisingaverengeki chisarudzo cheutungamiri chakaitwa mune imwe nzira yakaipa yekugadzira mufananidzo weAbercrombie & Fitch brand iyo chokwadi chaisagona kutsigira. NeJeffries paine simba, kuwedzerwa kwezvikepe zveAbercrombie & Fitch zvepasi pose zvinosvibisa.
Mumakore apfuura-recessionary, Jeffries akaita seari kumirira kukwirira uye kunyanya kukonzera kubudazve, izvo zvisina kuitika. Akaita seanoda kumirira nokusingaperi kuna Abercrombie uye Fitch kuti adzokere zvakare "nzvimbo yakanakira" kuitira kuti neshamwari iye aizoramba akachengetedza (nzvimbo). Asi Jeffries akanga atova mumakore ake makumi manomwe uye kana akamirira kwenguva yakareba, mutungamiriri wake-we-the-teen-clique persona angave akave zvishoma pane zvishoma zvishoma.
Ichokwadi cheMike Jeffries chakanga chiri chokuti kana ani zvake aityisidzirwa nezvose zvakataurwa naMike Jeffries kana zvaakaita, mupfungwa dzangu havazivi Mike Jeffries. Haana kuita zvikonzero zvekutenda kwake. Haana kuita ruregerero nekuda kwehutungamiri hwake hukuru hwehutano. Uye semutungamiri wezvitengesi weAbercrombie & Fitch mune ramangwana, pakupedzisira (uye vazhinji vanoti "pakupedzisira") haana kuita pfungwa.
Mike Jeffries 'chibvumirano chekushandira chakafanirwa kupera musi waFebruary 1, 2014. Zvinotyisa kuti zvakagadziridzwa kwegore rimwe mushure mazvo. Hazvishamisi kuti, Abercrombie & Fitch yakaramba ichienderera mberi, uye runyararo rwaive nekuti Mike Jeffries akabvumidzwa kusiya basa muna December 2014 kuitira kuti asapedze makore makumi maviri nemaviri Abercrombie & Fitch basa ne "ousted" label.
Kusawanikwa neZvakakosha Zvikwata Zveruzhinji
Apo kusarudzwa uye kuongororodza rwandu rweMitambo yakakosha kupfuura Yose yakabudiswa, pane imwe yemhando yekutengesa yakanga isiri pachena -Abercrombie & Fitch. Pasinei nokuti Mike Jeffries akakwidziridza sei Abercrombie & Fitch brand mupfungwa dzake pachake panguva yekutonga kwake se CEO, maererano nekambani yekutsanangurira mari inonzi Millward Brown, kukosha kwemari yeAbercrombie & Fitch brand yakanga isina kukwana kuwana nzvimbo panzvimbo yegore Top 100 list.
Ichokwadi cheAbercrombie & Fitch brand ndechokuti kwemakore yakatsunga kuva isina kukosha kupfuura KFC, Target, IKEA, H & M, Starbucks, Home Depot, uye McDonald's - makambani manomwe anofungidzira kuti akaita Mike skin's 'spray-tanned skin' famba. Zvechokwadi, kana tikatarisa kuenzaniswa kweMakona Anokosha Zvikuru Munyika kubva mumakore masere apfuura, hationi kuvapo kweAbercrombie & Fitch kupi zvako.
Zvechokwadi, semukuru weEEC Jeff Mike haana kumbokanganisa zvachose pamusoro pezvinhu zvose zvekutungamirira Abercrombie & Fitch chain chain. Semuenzaniso, aive akarurama pane zvaiita sokuti anonzwisisa kuti mugwagwa uri pakati pe "kwete mutengo unokosha zvikuru" kune "mutengesi anovengwa zvikuru munhau" hausi kwenguva refu. Asi izvo zvaaita seasingazivi kuti akanga achitungamirira Abercrombie & Fitch pasi iyo iyo nzira.
Mutengi Kugutsikana
Saka apo iyo American Customer Satisfaction Index yakabudiswa muna February 2016 uye Abercrombie & Fitch vakagamuchira kugutsikana kwekodzero dzevatengi muhutano hwehuyo huwandu hwekuyera, haisi tsanangudzo yakajeka yekuti yakawanda yeAbercrombie & Fitch yakashata yehukama nevanotengesa yakabatana neipi ukama hunogona kuve hunokonzerwa nekusarudzwa kwemashoko nemashoko aMike Jeffries.
Asi zvinoratidzika zvakajeka kuti ikozvino maitiro ekutengeserana neAbercrombie & Fitch hazvina kubviswa zvachose kubva kune nhaka yaMike Jeffries nguva. Nyaya yeAbercrombie & Fitch retail brand ndeyekuyeuchidza kune vose vekare makambani anotungamirirwa nekodhi mumakambani ose ... brand image inogona kuchinja munguva pfupi, asi chiratidzo chechokwadi chakanyanya kuoma kuzunungusa.