About a week ago, an almost seven year old quote was dug up from the archives at Salon.com. The CEO of Abercrombie and Fitch, Mike Jeffries, reveled his ‘clever’ marketing strategy:
“In every school there are the cool and popular kids, and then there are the not-so-cool kids,” he says. “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. Those companies that are in trouble are trying to target everybody: young, old, fat, skinny. But then you become totally vanilla. You don’t alienate anybody, but you don’t excite anybody, either.”
Needless to say, it got attention…again, if not seven years ago. Read full article here
Ok, one more…
This article made me laugh, especially this part:
“He doesn’t want his core customers to see people who aren’t as hot as them wearing his clothing,”
Hotness is a matter of opinion..
Men can shave too!
As a formally “un-cool” teenager (at least that’s how I saw myself), I really don’t give a crap what direction this guy wants to take his company or who he is marketing his clothing to. I generally agree with this lady. I don’t agree that he hates overweight or un-hot people, that would be people putting words into his mouth. I also don’t agree with pointing to companies who give lip-service to “real beauty” :
With each brand that joins arms with companies like Dove, TOMS and Anytime Fitness, opting to lead with their values in order to drive new, important conversations, a positive change is happening. Who do you think will thrive? I’m willing to bet at least two out of three Americans can answer that question…and they’ll do so with their dollars.
I don’t know about TOMS or Anytime Fitness, but even Dove has not been above criticism. Beauty and “cool standards” are really in eye of the beholder. I remember meeting with an old friend from High School, one whom I had labeled as cool. When I asked her if she had gone to our 10 year reunion, “No, I didn’t really have a reason to go back.”
I have had other realizations that the people I thought were cool, maybe didn’t see themselves that way.
It’s also been humorous and maybe even a little bit sad how we all rush to point out the setbacks in Mr. Jeffries own appearance. I’ll have to admit that he does have some big brass balls to say he doesn’t want his core customers seeing un-hot people wearing his clothes.
Who is he to talk about attractiveness?
Looking at it from another perspective though, all the comments slamming him (as much as some of them made me cry laughing) seem to be stooping to his level.
Anywho, all this reminded me of a movie quote:
We have news for the beautiful people. There’s a lot more of us than there are of you.