I haven’t been the one to constantly be offering my two cents on politics or any other controversial issues. However, today I can’t keep quiet. Abercrombie & Fitch really stroke a cord in me this week. The comments perfunctorily made by this company’s CEO really show how shallow and irresponsible he is, reflecting badly on his company. I understand branding and marketing but to go as far as naming his target market “the cool kids” makes me angry. What is that saying to the kid that will never be a size 2? What is the message being heard by that girl and boy who has been struggling with self-image issues and/or eating disorders?
It is really obvious to me that he doesn’t understand what civic responsibility is, which is shocking to me because you would think a person in his position is educated enough to know this.
I am a mother of two kids. My daughter is a gorgeous tennis player, and she may never be a size 2, how can one know? But she is cool as heck. My son might fit your target but he is way wiser than you and that makes him way too cool.
Mr. Jeffries, as citizens of humanity we have a responsibility to do the right thing for ourselves as well as for others and that, by the way, is civic responsibility. When your career places you in a position where your words and actions can make an impact on millions of people you better think before you speak. My problem with you is not your marketing strategy; is your insensitive way of communicating it. Next time before you open your mouth, THINK!
I will never buy your clothes and my kids will never wear your clothes again. I refuse to give business to a company whose leader is so irresponsible and careless. Abercrombie & Fitch: my kids are too cool for you.
til next time,