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Viral Video: Abercrombie and Fitch gets a brand readjustment

Abercrombie & Fitch may need to do some damage control after a statement made by CEO, Mike Jeffries is coming back to haunt them. In a magazine interview, Jeffries talked about the type of people they want wearing the Abercrombie & Fitch brand:

“In every school there are the cool and popular kids, and then there are the not-so-cool kids,” he says. “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. Those companies that are in trouble are trying to target everybody: young, old, fat, skinny. But then you become totally vanilla. You don’t alienate anybody, but you don’t excite anybody, either…

That’s why we hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don’t market to anyone other than that.”

(Click here to read the full article)

So, in response to Jeffries’ blatant exclusion of so many people, L.A. writer, Greg Karber started a Twitter movement (#Fitchthehomeless) that hopes to re-adjust the Abercrombie & Fitch brand! What do you think?

05/16/2013 1:12PM
Viral Video: Abercrombie and Fitch gets a brand readjustment
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