Is it about Abercrombie & Fitch? Or is it about us?


Abercrombie & Fitch is hardly the only clothing brand to not make plus sizes. If A&F CEO Mike Jeffries committed a faux pas, it’s for saying in public what many other executives privately think (whether in similar words or their own definition of cool):

In every school there are the cool and popular kids, and then there are the not-so-cool kids. Candidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don’t belong [in our clothes], and they can’t belong. Are we exclusionary? Absolutely.

Did he get a reaction? Absolutely. But most of the comments online about #fitchthehomeless are more about bashing Abercrombie & Fitch than genuinely helping homeless people. And that reveals far more about some of the general public than Mike Jeffries candid comments say about himself or his brand. Something to think about.

Update: July 10, 2013

In what must be a slow news day, some people want to make A&F’s clothing color palette an issue. According to A&F:

“Abercrombie & Fitch does not sell black clothing and discourages wearing it at our home office and in our stores, because we are a casual lifestyle brand and feel black clothing is formal,” said the company in a statement. “We have nothing against black clothing and feel it is perfectly appropriate for things like tuxedos.”

And the problem is?

About Robert Moss

I write ads: traditional, non-traditional, interactive, edutainment, story-based, broadcast, and experiential marketing events. Sometimes I write about ads and the business of advertising. Sometimes I write about other stuff. The views expressed here are solely my own and don't reflect the views of my employers. I also published a novel called Descending Memphis that's getting great reviews on Amazon. see
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