Apo iyo American Customer Service Index (ACSI) yakabudiswa neYunivhesiti yeMichigan munaFebruary 2016, yaiva Abercrombie & Fitch (ANF) iyo yakanzi "mutengesi anovengwa zvikuru munhoroondo" nehuwandu hwehutano hwevabereki hwakataurwa Ive yakaderera mumakore makumi maviri nemaviri nhoroondo ye ACSI.
Mubvunzo mukuru wakakonzerwa nemushumo uyu we 2016 ACSI ndeyekuti vatengi vanovenga Abercrombie & Fitch zvakanyanya. ("Ruvengo" isimba rakasimba rinoratidzika rakatangwa nemusoro wepamusoro kubva kuHomeune magazine. "Zvikuru Zvikuru Zvisati Zvamboitika Zvisingagutsikani" inotsanangurwa zvakajeka pamusoro pemutengi wemanzwiro pamusoro peAbercrombie & Fitch, inopupurirwa neAACSI miyero.Asi iyo inenge iri musoro wakaoma, saka zvinonzwisisika nei Fortune akaenda ne "kuvenga").
Nei Vatengi Vachivenga Abercrombie & Fitch
Mhinduro yekuti sei vatengi "vanovenga" Abercrombie & Fitch zvakanyanya muna 2016 zvinogona kuonekwa zvichipindurwa mumashoko mashanu ... Mike Jeffries 'nhaka inorarama.
Zvinonyatsoitika here kuti mwedzi 14 mushure mekunge Mike Jeffries akasiya chigaro chake chefisi yekatei CEO uye chigaro chake muAbercrombie & Fitch boardroom iyo iyo upscale tekambani yekutengesa ikambani ichiri kurarama nemigumisiro yezvishoma zvisingasviki nhaka yaanoita akasiya shure?
Kuyeuka zvimwe zvinyorwa zvinonyanya kuzivikanwa pamusoro pekuderera kweAbercrombie & Fitch pasi pekutungamirirwa kwaJeffries kunotiyeuchidza kuti hazvisi izvo chete zvinogoneka, asi zvakare zvinonyatsojeka kuti Abercrombie & Fitch brand achiri kutambura kubva kune zvakashata zvakashata zvakatsigira kuguma kwaJeffries 'kutonga.
Muna Meyi 2013, Jeffries anotaura zvakanyanya pamusoro pevanhu vasiri vema-skinny avo vakanga vasati vari muAbercrombie & Fitch fashions piggybacked musi waOctober 2012 kuzarurirwa kwekuti vashandi vezvikepe paJet private jet vaifanira kushanda vasina kupfeka asi bhokeri shorts uye flip flops . Kubatanidzwa kwezviitiko izvi zviviri zvakaparadzirwa zvakapisa kutyisa kwepasi rose kubva kune vese vashandi nevashandi avo vasingawanzoonekwi mubhizimisi rekutengesa.
Nenguva isipi, kukosha kweAbercrombie & Fitch brand kwakave kusinganzwisisiki kufambidzana nemafungiro ekudzivirira uye pachedu mararamiro anonyadzisa aKe Chief Executive Narcissist. Icho chisina kunaka zvachose kubva kuJeffries chakanga chichiita sechinyanya kukoshesa pane zvakakosheswa zveAbercrombie & Fitch retail brand kwenguva inopfuura makumi maviri.
Ndakabvunza mubvunzo uyu muna 2009, uye ndakabvunza zvakare pakati peiyi 2013 mutengi wepasi rose anomuka pamusoro pemashoko aMike Jeffries akakavhiringidza uye maitiro ... kunyanya kupi patinofanira kutarisa kuwana "kukosha" kweAbercrombie & Fitch brand Mike Jeffries akaita sokuti akapedza basa rake achivanza shure?
Mumwedzi yekupedzisira yaJeffries achitambira se CEO, hatina kuwana kukosha kwechiratidzo chaAbercrombie mukati mehurongwa hwayo, sezvo Jeffries aine 38% kugamuchirwa kubva kuvashandi vekare uye vemazuva ano, maererano naGreendoor.com.
Hatina kuwana kukosha kwechirongwa pane webhusaiti yeAbercrombie & Fitch, iyo isina kumbowana nzira yayo paInternet Shopping Shopping websites rankings mumakore masere isati yasvika kuJeffries scandal 2013.
Hatina kuwana kukosha kwechigadzirwa pakuwedzera kweketani sezvo Jeffries ainge atungamira kumusoro kweAgregated Store Closings list mugore ra "mafuta-vatengi-havafaniri-va-Abercrombie- uye-Fitch-mararamiro "kukanganisa. Panguva iyoyo, takanga tisingakwanisi kuwana kukosha kweAbercrombie & Fitch brand pachiyero chemashizha kwemakore akawanda, nekuderera kuderera mune zvose zviripo uye kutengeswa kwezvitoro, kazhinji mumadhipatimendi maviri. Zvakaita sechichiri kukosha muchikwata cheAF, chakanga chaona kuwedzera kweYOY muhafu yekutanga ya2013. Asi kana tikatarisa zvakaoma, takaona kuti muna 2013 ANF yakatengeserana pamatengo e2006.
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Mazuva ano ANF mari yemitengo yakave ye 43% yepamusoro kupfuura yaive mugore ra2013 apo vanhu vemunyika yose vaitanga kupandukira kwaMike Jeffries, uye nekubatana, sangano reAbercrombie & Fitch rezvezvezvezvekuunganidzazve. Asi izvi zvaiva ipapo, uye izvi zvino, izvozvi? Mike Jeffries haasati aripo kubva kuAbercrombie & Fitch's leadership ranks uye kushanda kwemazuva mana kwemavheti mashanu ikozvino, saka zvechokwadi nhaka yeJeffries yekare haina chazvinoenderana neAbercrombie & Fitch zvinetso munguva ino, kurudyi?
Zvinosuruvarisa kuti Abercrombie & Fitch, inoratidzika sokuti kuipa kwakanyanya kubva pasi rose kudengenyeka kweJeffries 'kukakavhiringidza zvinyorwa zvigadzirwa kunopfuurira zvinopfuura gore gare gare. Icho chinopupura kuti Jeffrije akanga ari hafu nguva dzose mumhedziso yake yokuti chimiro chemuti chakakosha.
Ndiyo 50% iyo Jeffries yakakanganisika pamusoro pekodhi yemuchina iyo inoratidzika seyo kutyisa Abercrombie & Fitch nhasi. Icho ndicho chikamu pamusoro pechinhu chechigarire nemuzvokwadi yemuchina. Hazvina mhosva kana iwe uchitsaurira basa rako rose mukugadzira mufananidzo wechitsuwa nemakambani ekutsvaga ekutsvaga uye nekugadzirisa zvinhu zvakagadzirwa mu-esitolo, kana chokwadi chaicho kubva kune utsi-uye-mirror tactics ichiratidzwa, ichokwadi chechokwadi chinogadzirisa uye chinonamatira nevatengi.
Kutora chimiro chechimiro ichocho vs. brand realistic theory kunze kwekufunga uye muchibatsiro, ndinorangarira hurukuro yandaiva nayo mune imwe yekutengesa kofi kuToombaomba, Australia pasina nguva mushure mekunge Mike Jeffries akapedzisira kuparadza nyika yose, iyo yakasimbisa kunzwisisa kwangu zvechigadzirwa chechigarire vs. mararamiro ezvokwadi uye inogona kunge yakareba kwenguva yakareba inoshanda paAbercrombie & Fitch brand.
Ndakanga ndigere muchitoro chekofi neboka rezviuru zvemakore kubva kuGermany, neNetherlands, Australia, uye neU.S. vaiti vadziki vangave vakazviona seboka rakakwana reAbercrombie & Fitch.