This study was focused on how Abercrombie and Fitch functioned under the previous CEO, Michael Jeffries. The strategy that Abercrombie and Fitch adopted has participated in the damaging of self-esteem and unhealthy standards of beauty of the early 2000’s. When competitive businesses responded to the criticisms, Jeffries was still unwilling to change the strategy, furthering the surge of negative responses. Overall, this paper details the series of racial profiling, constant harassment, and blatant racism as a part of the company’s shared values and public image due to Jeffries’ words and decisions made on behalf of Abercrombie and Fitch. Please read my paper below.