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Expert Analysis

Grooming Lessons For Biotech From Abercrombie & Fitch

Law360, New York (June 26, 2015, 10:12 AM EDT) -- Abercrombie & Fitch: any visitor to shopping malls is undoubtedly familiar with the brand. Until recently, it was nearly impossible to ignore A&F. Walk past an A&F store and one would enter into a zone of ambient air imbued with A&F's signature cologne scent. Over the years, A&F has made headlines for its provocative marketing campaigns and t-shirts with messages such as "It's all relative in West Virginia," "Blondes are adored — brunettes are ignored" and "Do I make you look fat?" If the longevity of a company is judged in part by its remaining "relevant," one has to acknowledge that A&F has managed to consistently stay in the public's consciousness....

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