Samah ElmeriInternational Marketing November 17, 2013 Abercrombie & FitchIntroductionFor the purposes of this article, we will discuss the effects of the boycott on Abercrombie & Fitch; a clothing company based in the United States. First, we will analyze the concept of boycotting international companies to understand the different choices that boycotters make when targeting the guilty company. We will examine the history of the company; these are the beginnings, the evolution of the concept, the failures and the successes. An important part of this article will be to evaluate the main factors and reasons that led to the boycott. We will analyze the effects of the boycott keeping in mind that, although the reasons for the controversial boycott date back a few years, it was not until 2013 that the boycott was initiated by several parties involved. To be able to understand what triggered the boycott, we will try to understand how it all happened in the first place. There are multiple parties involved in the boycott and each has their own agenda and arguments for boycotting the company. In order to give a more in-depth analysis of the initiators of this particular boycott, their relationships with each other will be discussed in the paper. Another important aspect of boycotting is the different types of effects these boycotters have on the company. We will closely examine the reasons, the effects, the parties involved and the path of damage control and reconciliation chosen by Abercrombie & Fitch as well as its negative and positive results. Finally, we will discuss the effectiveness of the boycott on Abercrombie's internationalization, market strategy, competitiveness and market activities. Boycott History of Abercrombie and F...... middle of paper ...... describes Jeffries' savvy skills by saying: "If history is to be believed, Jeffries won't let anyone – the feminists" high school girls, humorless Asians, angry stockholders, parents who hate thongs, trial-hungry minorities, nosy journalists, copycat competitors or stuck-up moralists – getting in his way. .” Another important issue addressed in the Business Report article is the fact that A&F only offers larger sizes in men's clothing because athletes are expected to purchase A&F clothing, but in the women's clothing lines, sizes run smaller and are not offered for larger women. “He doesn’t want bigger people shopping in his store, he wants people who are thin and beautiful,” Lewis said. “He doesn't want his main customers to see people who aren't as hot as them wearing his clothes. People who wear his clothes should feel like they're one of the "cool kids." ».’”