Monday, 13 May 2013

That Abercombie & Fitch thing

Everyone knows whats going on with Abercrombie & Fitch...and if you don't, basically their CEO's a douchebag. 
Mike Jeffries (please let's remember that this guy is 68) the CEO of the world-wide clothing store Abercrombie & Fitch. He's quoted as only wanting "cool kids" and "thin, beautiful people" shopping in his shops, and thinks that A&F is aimed at 18-22 year olds. I think someone needs to grab this guy by the shoulders until he has some sense shaken back into his head. 

I bought some Abercrombie joggers back when I was about 12-14 years old, it's obvious that you generally grow out of things. And I feel that many people grow out of Abercrombie by at least 17, especially since there are much cooler brands like Superdry out now, and high-street brands are offering the 'sporty casual' look at a much lower price
The only things I have with the word Abercrombie on them are a pair of burgundy jogging bottoms with a million holes in them, and a hoodie. Both of which are fakes bought in Turkey by a friend as a present. 
The CEO doesn't want "core customers" to see fat people in his clothing, he wants his customers to feel like their one of the "cool kids". NO JEFFRIES NO! 

Here is a direct quote from Jeffries - "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.In every school there are the cool and popular kids, and then there are the not-so-cool kids. 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."

I, just can't. He makes me so freaking mad! Abercrombie in the UK at least, is nowhere near as fashionable as it once was, people are more aware of online shopping, deals and brilliant high-street brands that offer top-quality designs. Basically, Jeffries, people know your shit's shit. 

There are readily available men's clothes in XL and XXL sizes, but these are designed solely to fit the "muscle bulk of strapping sportsmen", but will easily fit pot-bellied 40 year old men too!!! Do you not see this? They may be designed for hot american football players, but bigger guys can and will still buy them, you can't stop someone from buying something from your shop! 

In my opinion Jeffries should just roll with the times, America and the UK are getting bigger, and your target market is getting smaller. I think I sold an Abercrombie T at a car boot last month... yeah, your shit's going down, it's just not as 'fashionable' as it once was. This 68 year old man thinks that he's cool...He doesn't even go here! 

Now I'm going to insert my favourite YouTube video on the subject, Trisha completely sums up my opinion on this idiot. 


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