Viral Video: Abercrombie and Fitch gets a brand readjustment
by Kidd,posted May 16 2013 1:12PM
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.”
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?