Abercrombie & Fitch CEO's Public Image Crisis: A Leadership Case Study

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MGT811 CONTEMPORARY
MANAGEMENT CAPABILITIES
PGRD2194

Table of Contents
Abercrombie & Fitch CEO Mike Jeffries’ old comments that drew new attention......................................3
Introduction:................................................................................................................................................3
Findings:......................................................................................................................................................4
Conclusion:.................................................................................................................................................6
References:..................................................................................................................................................7

Abercrombie & Fitch CEO Mike Jeffries’ old comments that drew new
attention
Introduction:
Mike Jeffries who is the CEO of Abercrombie & Fitch had given an interview to the salon.com
where he had said that the fashion is totally for the thin kids and those look better on thin kids
and children. In 2013, these comments of him get very much negative comments and
impressions. Instead of taking apologies on the social media and other platforms, he had not
accepted his mistake and said that his words have given a wrong image to it. This self-reflection
report is to know what skills should mike have which may improve this negative image. This
report mainly focuses on encouraging the soft and hard skills of these business managers, which
also include their team working skills, leadership skills, and the long and short term goals.

Findings:
According to this case study, Mike has to analyze how to speak in public. Mike has to analyze
his leadership and teamwork skills, a leader cannot be neglected in any scenario. Good
leadership skills are very important as each and every speaking of a good leader always be
analyzed positively. The bad leadership skills and his weak image have made him stuck to this
issue. Firstly, it is important to understand what leadership is actually and how it can positively
affect small and medium businesses. Mike should have these following aspects of leadership
such as:
Deliver the vision which can affect the business.
Make team working skills which can be used to achieve the vision of the business.
Inspire the colleagues which can motivate them to work towards the vision
It is very important to have a vision in all kind of business. The staff can misdirect them if they
were not inspired by good leadership. The vision of Mike has to be effective, inspirational and
motivational to attract the colleagues to work accordingly. Mike has to analyze his current
situation and has to focus on all kind of strengths and powers to enhance the vision of the
company.
Mike right now is in a big challenge to change his negative image over his comment on the
fashion of fat kids. Mike does not have to solve this issue as this issue can be solved according to
the perimeter of his thinking capability and his long and short term goals (Hansman, 2016).
In this situation, mike has to make some small and long term goals. Mike has to make goals like
what changes his want right point of time and in futuristic changes.
Short term goals: Short term goal would be for mike, like facing immediate changes, stock
crumbling of their company due to the sudden wrong image of their CEO mike.
 He should be ready to take any immediate effect of changes, Mike has to change certain
rules and policies of their company.
 His short term goal would be to take some of the advice from others.

 Mike has to understand and take advice from their advisory board on immediate effect to
understand the level of an issue he would be facing.
Mike has to understand that working or managing things without collaboration would create
problems in the organization. Hence he has to meet a different kind of departments and
managers and can take advantage of the same. Mike has to understand that good high profile
clients can improve the overall aspect of thinking capacity and improved image of the
organization.
Hard work cans improve the situation at any course of time. The situation of mike is very
vulnerable. Mike has to understand that as the CEO of the company It his responsibility to
understand how he can improve the situation of his company. Mike totally understand the
situation and should provide a good leadership aspect to change the image of the company
(Andin, 2015).
Long term goals:
Mike should understand what the situation of his organization due to him is and he should
understand what issues have and his organisation would be facing in the future due to this.
Mike has to understand what could the situation of his organisaton in the next few months or
years. Mike should fill all the gaps. Mike has to understand where he had gone wrong. Mike
also had been bad communication skills, which also had made a big loss to him and his
organization. Mike has to assist their advisory boards and should understand how he can
change the negative image of the company and Mike. Mike Who is the CEO has to analyze
many different scenarios. Mike just doesn’t know how to communicate with people.
Whatever mike has said, which was portrayed wrongly, would be told in a completely
positive way (Tillapaugh, 2018).

Conclusion:
This report mainly concluded that how mike can change the course of the negative image of
him and his company, by his own skill improvements such as leadership skills, long term,
and short term goals and teamwork skills. This skill improvement can enhance the negative
image of the company. This report concluded that how leadership skills, team work skills and
analytical skills can enhance the situation can change the negative image of mike.

References:
Andin, C., Qistina, N., Ambotang, A. S., & Mosin, M. (2015). Teaching Thinking Skills in
Teacher Education. EDUCARE, 8(1).
Simone, R. (2016). Service Leadership: The Role of Supervision in Advanced Nursing Practice.
Hansman, C. A. (2016). Adult learning theories in mentoring relationships and models. Theory
and Practice of Adult and Higher Education, 215.
Tillapaugh, D. (2018). Beyond the Binary: Advancing Socially Just Leadership Through the
Lens of Gender.
Erol, M., & Karaduman, G. B. (2018). The Effect of Activities Congruent with Brain-Based
Learning Model on Students' Mathematical Achievement. NeuroQuantology, 16(5).