Please answer the following questions:
1. Evaluate Abercrombie & Fitch’s response (see pdf attached). What could the company have done better? (Hint: External research should be conducted to understand general advices on how companies should handle PR crisis like this. Then give Abercrombie & Fitch your suggestions on what it should have done. Be in context.)
2. Should Abercrombie & Fitch add plus-sized clothing? Why? (Hint: External research should be conducted to understand plus-size apparel market. Then make your recommendation that fits Abercrombie & Fitch.)
Note: This case is a real public relations crisis A&F experienced. When you make recommendations on what changes A&F should make, they are your recommendations, which may be the same as what A&F decided back then or different. Either is fine, as long as your recommendations are logical, reasonable, context-specific, and supported well by your argument/evidence.
Please make sure it:
provides thorough and convincing support for the main idea
Able to suggest and bring out an appropriate solution to the case
At least 3-5 external research materials are used
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