Comments made in a 2006 Salon magazine article, interviewing Abercrombie and Fitch CEO Mike Jeffries, have surfaced recently in a Business Insider blog. I suppose Business Insider has a lot more readers than Salon; I for one have never even heard of Salon, let alone turned its pages. Regardless – Abercrombie and Fitch had better hang on – they’re in for a bumpy ride.
Jeffries is reported to have said – “Candidly, we go after the cool kids. We go after attractive all-American kids with a great attitude, and lots of friends.A lot of people don’t belong in our clothes, and they can’t belong. Are we exclusionary? Absolutely.” “”In every school there are the cool and popular kids, and then the not so cool kids”
Lets ponder those words for a minute before I move on to the bonfire.While clearly Jeffries isn’t the sharpest tool in the shed for allowing A&F’s high opinion of themselves to sneak out of the barn – name any competitor who isn’t thinking the same thing. Sure Abercrombie and Fitch is awarded bonus points for its 2002 marketing campaign when they proudly displayed thong underwear for girls aged 7 – 14, with slogans like “eye-candy” and “wink,wink” on the front. And granted they learned nothing from the public outcry and removal of said panties from their shelves, we can’t fault their determination or ignorance. What you see is what you get – why is everyone so surprised?
It was also revealed that A&F refuses to sell “plus-size” Fat people are not “cool” or popular, and I guess have no friends – at least not the kind of friends A&F cares to shake hands with. Once again – why are we scratching our heads? I’d be curious to know how many of the thousands of people in an uproar over this even shopped there in the first place. Not that it lessons the flagrant pompousness of these “asinine” remarks; simply that who really cares? I can think of many other fights much more deserving a public shake-down. Abercrombie and Fitch will grow stale faster than yesterdays bagel, I for one am not about to jump on the “petition band wagon”, although you have to hand it to them, this last nail is a spectacular finale.
Abercrombie and Fitch reportably burn their factory seconds and over-stocks rather than donate them to charity. Who’s to say there aren’t a hundred other companies who do the same, I have no idea what goes on behind the closed doors of companies with enough sense to zip their lip. All I’ve got to go on is A&Fs stunning ass biter – they would rather burn their clothing than see their image tainted by poor, fat, or unattractive people walking around with an Abercrombie and Fitch logo.
My heart briefly went out to unattractive rich people, then I remembered they were the reason plastic surgeons wore Abercrombie and Fitch – I’m back on course.
Pondering the hoopla I have just one request – all you outraged citizens with your knickers in a Abercrombie and Fitch twist – feign outrage, sign petitions, donate A&F to the homeless – just remember to stop buying magazines like People or In Touch, and turn off television shows like Real Housewives or Kardashians. While you’re at it; stop laughing at Honey Boo Boo, Swamp People, and the Jersey Shore. We idolize rich and thin, ostracise the uneducated, crass, or vulgar. My goodness, what do people think will come of that?
‘Cool kids’: Abercrombie and Fitch CEO Mike Jeffries said in 2006 that a lot of people ‘don’t belong’ in the retailer’s clothes – they’re only for ‘cool kids’