So Abercrombie seem to be constantly making mistakes recently firstly with their CEO's comments saying such things along the lines of “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.” Even though the comments were made six years ago, the comments have surfaced and caused a massive storm of hate towards the brand.
Reading a report about A&F sales it turns out their sales have dropped 17% in US first quarter, which honestly I'm really happy about. Mike Jefferies Abercrombie CEO has become such a target of hate, insulting not only people who aren't 'attractive' or people without 'a lot of friends'. He stupidly even describe their target as clothes for 'thin and beautiful people', honestly I have such a problem with A&F it's unreal.
Offense has clearly been cause when a change.org petition to 'stop telling teens they aren't beautiful; make clothes for teens of all sizes' has 78,100 signatures to date.
//Fitch the Homeless//
Greg Karber from California has started a campaign and hands out A&F clothing to homeless people, clearly not Mike's targe audience of thin beautiful people. Honestly I'm confused with my position on this though, mainly because I feel like the homeless are being used a weapon, although agree its great they're being given clothing too. I think there's definitely a positive in there through them getting clothing!
//#More Bfs than Taylor Swift//
Yet another of A&F's 'brilliant' ideas was this 'more boyfriends than t.s' the T.S standing for Taylor swift, firstly CEO comments then this. It's as if they're trying to ruin their own name and company.
A main business rule should be careful who you trash, seriously this would keep so many people out of trouble if they just followed it. I mean the woman has nearly 30 million twitter followers, come on use some common sense?!
Basically A&F just seem set on tarnishing there name and causing their brand trouble. Besides from this A&F are yet another brand who just use nudity as a way to sell their clothes, something I'n really against as I've mentioned when talking about brands such as American Apparel and the use of women in their campaigns.
I've read comments about larger members of female staff having to wear menswear as uniform, if a brand can't support their own employees how can you even justify them as a customer?
I think Mike Jefferies should no way name comments the way he should, it gives a whole range of companies a negative aura making them all seem elitist and judgemental. People see enough in the media based around body size and beauty to make them self-conscious, we don't need a brand supplying clothing to do the same.
As blunt as it is Mike Jefferies remarks were disgusting, he shouldn't discriminate towards anyone. Possibly A&F aren't as in touch with youth as they think and should really take a good look at what they've been doing?
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