那些年大牌公司打响的声誉保卫战

    Abercrombie & Fitch

    • 危机：首席执行官迈克•杰弗里斯口无遮拦

    • 时间：2013年

    2006年，Abercrombie and Fitch首席执行官迈克•杰弗里斯在接受采访时说了一些唐突的话。2013年，财经新闻网站《商业内幕》（Business Insider）又把这些话翻了出来。这位高管说，他只想把自己的服装推销给“既酷又好看的人”。这句被转述的话像病毒一样传播开来，杰弗里斯被扣上了歧视超重顾客的帽子，不得不出面道歉。对这家零售企业来说，这场危机出现的时机糟得不能再糟。2月份，这家公司发布公告称，季度销售额连续第八个季度下跌。不过，Abercrombie and Fitch高层似乎相信杰弗里斯能够摆脱以往言论的影响，帮助这家公司走出困境。去年12月份，公司将杰弗里斯的合同延长了至少一年。

    Abercrombie & Fitch

    • Crisis: CEO Mike Jeffries says too much

    • Year: 2013

    In 2013, Business Insider resurfaced offensive comments that Abercrombie and Fitch CEO Mike Jeffries made in a 2006 interview. The executive said he only wanted to market his clothing line to "cool, good-looking people." The repurposed comments went viral, and Jeffries had to apologize for his perceived prejudice against overweight customers. The crisis could not have come at a worse time for the retailer. In February, the company announced its eighth straight decline in quarterly sales. Still, Abercrombie executives seem confident that Jeffries can recover from his past statements and help the company get out of its current rut. In December, Abercrombie extended Jeffries' contract for at least another year.