Ngaba i-Abercrombie ne-Fitch namhlanje ingabonakalisa imifanekiso yeBrakiti eyonakaliswe yi-CEO uJeffries?
Ngaphantsi kobunkokeli be-CEO uMike Jeffries, umsebenzi we-Abercrombie & Fitch, i-rhetoric malunga ne-Abercrombie & Fitch , kwaye izigqibo zobunkokeli ze-Abercrombie & Fitch zizonke malunga nokwakha ixabiso le-brand "Abercrombie & Fitch". Iimveliso, amava kumthengi, kunye namava omqeshwa kwi-Abercrombie & Fitch yokuthengisa iimpahla zonke ezizungeze "i-brand" kunye nexabiso elikhulu uJeffries abelwe lona.
Ngelixa iJeffries ibonakala iyamkela ngokupheleleyo ingcamango yokuba iimpahla ezingabonakaliyo zinokubambisa ixabiso elibonakalayo kwiinkampani ezithengisayo, oko akuzange kubonakale eyiqonda ngokucacileyo yinto eyahlukileyo phakathi komfanekiso wesimboli , efunyanwa yinkampu yokuthengisa ngokukodwa , kunye ne-brand brand , efunyenweyo kwimveliso efanelekileyo yemveliso kunye namava kumakhasimende.
Izithombe vs Reality
Ukuthabatha lo mfanekiso wesibonakaliso kunye nombono wokwenyaniso wempawu ngaphandle kweengcinga kunye nokusebenza, ndiyakhumbula intetho endiyithenga kwikhofi eToowoomba, eAustralia kungekude emva kokuba uMike Jeffries athathe umthengi womhlaba wonke ovukela i-Abercrombie & Fitch kunye ezinye iingxelo malunga nabafana abancinci abaninzi abafumanisa ukuhlambalaza ngokugqithiseleyo kunye nokubandlulula ngokugqithisileyo.
Le ncoko yenzeke kwivenkile yekhofi kunye neqela leemillennials ezivela eJamani, eNetherlands, e-Australia, nase-US apho abaqashi bezityalo babeza kubona njengeqela elijoliswe ngokugqithiseleyo kwi-Abercrombie & Fitch.
Ndandingummangali xa bexeshanye ngamashumi eminyaka, beqala ngokuzibandakanya kwiingxoxo ezinomdla ngoMike Jeffries. Bobabini besilisa nabesifazana bevela kumazwe amane ahlukeneyo, bonke beva malunga neJeffries 'elitist yokunyeliseka kubaxhasi abazama ukuhamba beze bathengise phakathi kwethu, kwaye bonke babenento ethile yokuthetha ngayo, akukho nanye eyayingumcengcizo okanye exhasa uMike Jeffries .
Ngaphambi kokuba uMike ahlasele, uElsa, ongumGermany ogqoke isiGermany wathi, "Ndifumene le t shirt (Hollister-branded) kwi-bin $ 5 xa ndiseNew York. Andiyithenge kwisitolo seHollister eJamani. "U Xa ndibuza ukuba kutheni, wathi, "Khangela!" Kubonakala ngathi ihlanjwe ngamawaka amawaka kwaye andinakugqithisa kakhulu. Izinto zabo azikho umgangatho omhle kangangokuba andiyi kuhlawula i $ 30 t shirt. "
Kuzo zonke iingcazo ezihlaziyiweyo ezabethelwa kwitafile emva koko-kwaye ezinye zazo zazibuhlungu-u-Elsa wathi mhlawumbi wayeyiyona nto iphazamisayo kuMike Jeffries. Ayikho inxaxheba malunga neengubo ezingenakuphucula, kodwa inxalenye malunga nebhayisidi ye-$ 5. Akusiyo imfihlo uMike Jeffries eyayikudelela imali yokunciphisa. Kwaye ukuba ngaba kukho into efana ne-$ 5 ebhodini e-New York Hollister okanye kungenjalo, ukuba inqaku lexabiso le-$ 5 liza kuhlanganiswa nesambatho se-Hollister-nokuba kwintetho yenkokhelo yendlu yekhofi-mhlawumbi ngokwaneleyo ukwenza UJeffries ulahlekelwa ngesidlo sasemini-eyimhlophe-yegesi.
Yaye oko, ngombono wam, kwakuza kubonisa ukuba ukungaqondi kakuhle kukaJeffries malunga nokuchasana phakathi komfanekiso wesimboli kunye nenqobo yebakala kwakunjalo.
Kungakhathaliseki ukuba bangaphi amakhwenkwe angenamikhono, kunye namanqaku amancinci athile asetshenziselwa ukuxhatshazwa ngamava okuthengisa kunye nokwenza umfanekiso wesimboli se-Abercrombie & Fitch, umgangatho wezantsi we-Abercrombie & Fitch brand waba yinto ebonakalayo phakathi kwamakhasimende kunye nemveliso.
Ungavumelani phakathi koMfanekiso kunye noMgangatho
Ngelixa iJeffries yayibonakala ixhomekeke ngokukodwa ekwakheni umfanekiso wesimboli oza kulungelelanisa amaxabiso aphezulu, wayekhohlwa ukuphawula ukuba umgangatho wezinye iimpahla ezazithengisayo zazibe ziphantsi ezisezantsi. Kodwa abathengi abazange bahluleke ukuphawula. Kwaye abazange bacinge ukuba kupholile, kungakhathaliseki ukuba yintoni umkhankaso wokuthengisa we-Abercrombie & Fitch wakuthetha ukuba bacinge.
Iingxaki ezininzi zezithombe
UJeffries ubonakala engayisebenzisi inkampani iminyaka engama-22, ngokungathi wayeqhuba i-clique kuphela.
Nangona le nto imbeka kwindawo yokuthengisa efanelekileyo ngexesha lokunqongophala elifanelekileyo kwi-narcissistic engama-90, iJeffries ayibonakali ukuba iyaqaphela ukuba i-clique ikhulile kwaye yahlukana. Izimemo zithunyelwa kumalungu angama-Abercrombie angamaqela atshabalalisa emhlabeni jikelele kwiminyaka emva kokuba uMvalelo oMkhulu uyanqandwa ngenxa yokuba ukugqithisa okungaphezulu kunye nokungabikho kwamanye amazwe kwakungekho "njalo".
UJeffries usenokuthi i-narcissism ayiphumeli ngendlela. Kodwa ingeniso ye-Abercrombie & Fitch, ukuthengiswa kwezinto ezifanayo, kunye nokuncipha kwexabiso lesitokhwe kuye kwagqitywa isikhundla sakhe njenge-CEO kwaye kubonakala kubonisa ukuba inani labantu abavumelana nemibono kaJeffries yelizwe elidlalayo liye laqhubeka lincinci ngonyaka. .
Ngokuqinisekileyo uJeffries waqala ukulahlekelwa "ukupholisa" kwe-Abercrombie & Fitch brand e-US xa wahlukanisa isiseko sakhe somthengi ngokungafuni ukulungiswa kwamaxabiso ngokuphendula. Abathengi abathembekileyo be-Abercrombie & Fitch abazange bacinge ukuba kupholile. Izicwangciso zokunciphisa eziphumeleleyo eziqeshwe yi-Abercrombie & Fitch abaphiswano njenge-American Eagle, i-Buckle, kunye ne-H & M kulo lonke iRest Recession yabonisa ukuba iJeffries yokungaxhaswanga kwemali yecala yayiyinkqonkqo enkulu kunokuba isicwangciso sokubuyisela.
Emva kokukhokela inkampani kwi-slide ye-recessionary slide, uJeffries wazama ukufumana indawo entsha eplanethi apho i-Abercrombie & Fitch, i-Hollister kunye ne-Gilly Hicks izitolo ziphinde zibuye zipholile. Wayenalo inhlanhla eninzi.
Kwincwadi yokuSebenza yokuLawula i-Vainglorious, kuqondakala kakuhle ukutyikitya i-$ 7 yezigidi ngenyanga ngenyanga yokuqeshisa kwezorhwebo eHong Kong. Kodwa kwezinye iincwadi-ezinjengeencwadi zokuphendula-kwakubonakala ngathi iyisiqunto nesigqibo esingaqinisekanga esenziwe ngenye inzame engafanelekanga yokwenza umfanekiso we-Abercrombie & Fitch brand ukuba inyaniso ayikwazanga ukuyifumana. NgamaJeffries e-helm, ukwanda kwe-Abercrombie & Fitch emhlabeni jikelele wevenkile yeenqwelo zokugcina ivenkile .
Kwiminyaka edlulileyo-mali, iJeffries ibonakala ilindele ubukhulu kunye nokugqithisa ukuvuselela kwakhona, okwenzekanga. Wayebonakala ekulungele ukulinda ngonaphakade i-Abercrombie ne-Fitch ukuze aphinde abuyele "kwindawo epholileyo" kangangokuthi ngokubambisana wayeya kugcina indawo yakhe (epholile). Kodwa uJeffries wayesele minyaka engamashumi asixhenxe kwaye ukuba wayelinde ixesha elide, inkokheli yakhe-ye-teen-clique persona ingaba yinto encinci ngaphezu kokuncinci.
Ukunyaniseka kweentengiso zikaMike Jeffries kukuba ukuba ubani othukisiwe yiyo into eyenziwa nguMike Jeffries okanye yenzayo, engqondweni yam awazi uMike Jeffries. Akazange enze izizathu zeenkolelo zakhe. Akazange acele uxolo ngenxa yezigqibo zakhe zobunkokeli obuphambili. Kwaye njengendoda yokuthengisa i-Abercrombie & Fitch kwixesha elizayo, ekugqibeleni (kwaye ininzi ithi "ekugqibeleni") akazange akwazi ukuqonda.
Inkontileka yengqesho kaMike Jeffries yaxelwa ukuba iphelelwe ngumhla kaFebhuwari 1, 2014. Ngokumangalisa kukuba yavuselelwa enye iminyaka emva koko. Akumangalisi kukuba, i-Abercrombie & Fitch iqhubekile ekuhlaleni kwayo, kwaye i-rumor yayinokuba uMike Jeffries wavunyelwa ukuba asule phantsi ngoDisemba 2014 ukuze angagqiba umsebenzi wakhe we-Abercrombie & Fitch engama-22 ngeleyile "ekhutshwe".
Ukungaphumeleli kwiSahluko seBhanki elixabisekileyo
Xa uluhlu lwamanani kunye nokuhlalutya kweeMveliso eziPhambili zeMveliso eziPhambili ziye zakhishwa, kwakukho uphawu oluthile lokuthengisa olungekho ngokucacileyo-Abercrombie & Fitch. Kungakhathaliseki ukuba uMike Jeffries uphakamise njani uphawu lwe-Abercrombie & Fitch engqondweni yakhe ngexesha lokuhlala kwakhe njenge-CEO, ngokubhekiselele kwi-brand consulting firm Millward Brown, ixabiso lemali le-Abercrombie & Fitch brand alinelanga ukufumana indawo yonyaka Uluhlu oluphezulu lwe-100.
Inyaniso yenkampani yeAbercrombie & Fitch yile minyaka izimisele ukuba yinto ebaluleke ngaphezu kweKFC, Target, IKEA, i-H & M, i-Starbucks, i-Home Depot, kunye neenkampani ezisixhenxe ze-McDonald endikrokrelayo zenza isikhumba sikaMike Jeffries ukukha. Enyanisweni, ukuba sijonga ukuthelekiswa kweeMpawu zeHlabathi ezixabisekileyo kakhulu kwiiminyaka ezisibhozo ezedlulileyo, asiboni ubukho be-Abercrombie & Fitch naphi na.
Ngokuqinisekileyo, njenge-CEO uMike Jeffries ayengalunganga ngokuphathelele yonke into ekhokela udidi lwe-Abercrombie & Fitch yokuthengisa. Ngokomzekelo, wayenecala ekubonakaliseni kwakhe ukuqonda ukuba indlela ephakathi "engeyona nto ibalulekileyo yintengiso" kuye "umthengisi othethiweyo kwimbali" ayikho ixesha elide. Kodwa oko akuzange kubonakale eyaziwayo kukuba wayekhokela i-Abercrombie & Fitch phantsi ngaloo ndlela.
Ukwaneliseka kwabaThengi
Ngoko xa i-Index ye-American Customer Satisfaction Index yakhululwa ngoFebruwari 2016 kwaye i-Abercrombie & Fitch ithole ukulinganiswa kwamanani abancinci kumanqaku aloo nkqubo yokulinganisa, akucaci ngokucacileyo ukuba ubuninzi be-Abercrombie & Fitch obunxulumano obubi kunye nabathengi bunxibelelene Ulwalamano lunokuthi lubangelwa ukhetho kunye namazwi kaMike Jeffries.
Kodwa kubonakala kucacile ukuba iingcamango zangoku zabathengi nge-Abercrombie & Fitch azinqunywanga ngokupheleleyo kwixesha likaMike Jeffries. Ibali le-Abercrombie & Fitch lugqirha lorhwebo lugqithiso lwamaqhinga kuzo zonke iinkampani zenkampani ezindala ezihamba ngeenkampani kuzo zonke iimashishini ... umfanekiso wesimboli unokutshintsha kwangoko, kodwa ubunzima bebhanki bubunzima ukugubha.