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“They Created A Brand Built On Exclusion,” Says Ben O’Keefe Of Abercrombie & Fitch
White Hot: The Rise & Fall of Abercrombie & Fitch, he was just the visionary micromanager to heat up the retailer’s image and sales.Jeffries sought to encapsulate the brand’s lusty, youthful mystique in their stores — dimly-lit, permeated by cologne and thumping club beats, guarded by statuesque, shirtless “brand representatives.” Abercrombie became a pop culture phenomenon.“That smell. That music.
