Top 10 Brand Disasters of 2011
8. Abercrombie & Fitch Jumps the Shark
Abercrombie & Fitch made itself famous with advertisements featuring outfits that cater to the sexually active high-school set. Apparently somebody at the company got the not-too-bright idea of pushing into a new, uncharted realm. The result was a product that you'd think could only exist in a parent's nightmare: a padded bra for preteen girls. Apparently it didn't occur to A&F execs that it might be a teeny bit inappropriate to make a child look like she's gone through puberty when she should be playing with Bratz dolls.
Lesson: Taking something to its logical extreme is not always the best strategy.