Post # 1
So I’m sure you heard the Abercrombie & Fitch’s CEO remarks and the media frenzy around it. Am I the only one who’s not suprized by what the CEO said and am suprized how shocked people are?
Whether he verbally said it or not his brand has been saying this for years, donno about your high school but exactly the type of people he said wore A+F in mine. As for his brand and marketing he’s a genius. The only difference is that he said it instead of just showing it.
What amazes me is that him saying it somehow angers people as if before the brand wasn’t screaming the exact same thing.
I have never worn A+F even when all the cool kids were wearing in in HS, becasue I knew I didn’t fit the brand and didn’t want to be part of it.
I def don’t criticize him, I admire him. He knows who is target audience is and he does an awesome job marketing it and it works. The store has a line waiting to get in on 5th ave, you’d think they’re giving away a naked boy with each shirt.
All this “Don’t shop at A+F” I feel is comming from people who wouldn’t shop there regardless.
Furthermore A+F is hardly the first or the last company to market to skinny people. I was in H&M not too long ago and a guy was there trying on shirts with his mom. I would not call this guy fat but not skinny either, and she was yelling to him asking how they fit. He was saying that not even the XL fit and he emerged looking quite rejected and told his mom that he wants to get out of there. I felt bad for him. (I was in the dressing room waiting are waiting for Darling Husband, not sitting around eeves dropping on purpose)
Anyway, I’m just aggrivated that people think this is an issue now and not years ago and that people think that A+F is different from any other brand in terms of who they want buying a product. The only difference is that the CEO had some balls to come out and say it.
Post # 3
I disagree with basically everything you said. I have not shopped there in about a decade because they are racists. I would think twice before posting something like this. It’s pretty disgusting. SMH
ETA: I have never seen a line at 5th avenue. I think most people consider AF to be pretty out of style nowadays.
I have a lot more I’d like to say to you, but I am going to end it here because I find this to be so offensive, and I’d rather leave work right now than engage in a discussion with you.
OH, and just so you don’t assume I am so jealous overweight girl… I am 31 years old and wear a size 0. I would feel the same way if I wore a size 20. I think you need to do some soul searching.
Post # 4
I also completely disagree with everything you said, sorry.
I fit into A&F’s smallest size and I will absolutely not wear any of their clothes based on his comments.
ETA: I haven’t shopped there since they came to my city actually. When they were hiring they refused to hire a *very hot, very fit* black guy I know because he “didn’t fit the brand”. It’s a disgusting company and nothing to admire, IMO.
Post # 7
@MrsTVLover: +1 sizes be damned, it’s the racism that gets me. I hate the fact that I wore a shirt from there back in middle school. I know, how dare I, since I’m hispanic.
Post # 8
@MrsTVLover: insensitive? How?
I have never seen a line at 5th avenue. I think most people consider AF to be pretty out of style nowadays.
Gag just 2 weeks ago I walked by and there was line with ropes outlinning it as if it was some exclusive club
Post # 9
I also disagree with you, OP.
Objectively speaking, this was also a very terrible marketing strategy. He is trying to make a brand more “exclusive” but the quality of his merchandise certainly does not reflect the type of prestige he desires. In addition, by PUBLICLY insulting consumers with his offensive remarks, he not only alienates (successfully) who he doesn’t want in his stores, but also those who may know or care or love someone who IS larger than a size M.
I seems to me that the CEO is stuck in some high school world himself. He thinks that in order for his brand to be “cool” he must treat others like crap.
Unfortunately for him, MOST peopel grow out of high school.
And as a teacher, I would not hesitate to bring this article to our Grade 8 Hot Topics. I would not hestitate to help my students think critically about how companies target their brand. I would not hesitate to EDUCATE my kids (HIS CONSUMERS) on his way of enticing young people to buy his goods.
Post # 10
Wait so you’all had nothing against the brand before the CEO said what he said?
Post # 12
@mrsbruff2b: no kidding. In a world where we are trying to put a stop to bullying, we have a company’s entire mission and organizational culture centered around bullying. It’s pretty disgusting.
Post # 13
@Atalanta: I already said that I did.
Post # 14
@Atalanta: It is insane because you are praising him for his immorality and callousness.
Yes, I’ve had problems with him for years. You do understand he is a racist, don’t you?
Marketing to assholes is not something to be admired for.
Post # 15
@Atalanta: I would have gone in there to buy a shirt for my teenage sister, and after his comments made me look into the company more I refuse to give them my money.
Oh and she’s hispanic too so I better not go buy anything anyway since it’s not meant for her.
Post # 16
@Atalanta: Well, it looks like I’m the only one to agree with you pretty much.
Like I had a friend say.. “Being a Marketing Major, I find this incredibly silly. I have small friends and large friends. Abercrombie has a certain fit, why would they make plus sized clothing? If if they did, who would wear it? Im not anti nothing, but this is just silly. Take a step back, should we take a stance against Lane Bryant? No! Its all about a Target Market“
The Lane Bryant statement is what I really liked about his post.
EDIT: Or, walking into a Big & Tall store and being ticked that they don’t sell womens clothing or ‘short & scrawny’. You can’t be everything to everybody. Almost every store has something that they don’t have for somebody. Don’t like it? Don’t shop there. Polo, Hollister, Pink, etc.