A & F ad making a not-so-cool statement

Greg Karber looks to rebrand Abercrombie and Fitch after harsh statements are made by CEO Mike Jeffries.
Posted on May 20, 2013 at 1:00 a.m. | Updated on May 20, 2013 at 9:57 a.m.

Emily Duchon

Something to Ponder

Dim lighting and overpowering cologne take over shoppers’ senses, and photos of scantily-clad, attractive people cover the walls.

While many parents joke that they need a flashlight and a gas mask in order to shop at Abercrombie and Fitch, Greg Karber is looking to put an end to the teen fashion powerhouse once and for all, his Youtube video explaining it all: www.youtube.com/watch?feature=player_embedded&v=O95DBxnXiSo.

After statements made by Abercrombie and Fitch CEO Mike Jeffries explaining that only “cool” kids are to wear their clothing, and that they would rather burn unsold clothing than give it to the homeless, Karber took a stand, launching an assault in the form of the #FitchTheHomeless campaign.

The campaign is designed to remove the exclusivity of the brand while also assisting the less fortunate.

Karber asks that people search for A&F apparel in their closets and at local resale stores, generating no further revenue for the store, and then donate that clothing to homeless shelters.

While in the process of finding or donating clothes, people are asked to take a photo and post it online with the hashtag #FitchTheHomeless.

I find it outlandishly ironic that the man saying he only wants “cool” kids bearing his brand’s logo looks like someone that would have been socially destroyed in high school.

I remember how exciting it was in middle school to scrape my babysitting money together for an A&F attitude tee, maybe two if I worshipped the shirtless man on an old shopping bag of theirs long enough and a sale was underway.

Which brings me to another six pack I have to pick with this store: its sexually charged marketing and sky high prices.

Jeffries is not just disgusted at the concept of the “not cool” crowd getting into his overpriced shirts and jeans, but also women who wear sizes XL or XXL.

Rather than fight allegations that Jeffries does not accept larger women, he embraces them, stating that women that wear these sizes are also apparently not good enough to bear the beloved elk adorning most A&F wear.

With most items ringing in above $20, I don’t understand who would want to wear these clothes.

Am I supposed to be thrilled about forking over three hours of my pay for a cotton shirt so thin I’m floored it doesn’t dissolve in the washing machine?

I would talk about their classier looks that can withstand multiple washings, but I haven’t robbed any banks recently.

Of course, there are sales for those items that have yet to be burned rather than donated, but sale items are blatantly pushed to the back of the store, making bargain hunters go through an entirely new walk of shame.

While it has always been fairly obvious that Abercrombie and Fitch is an elite brand, it is never a wise marketing move to state outright that a store’s clothing is only for a certain group of people.

Us “uncool” kids tend to outnumber the A. Fitch crowd, and hopefully this campaign will gain speed in order to prove that “cool” comes in all sizes.

Emily Duchon just completed her freshman year at Ball State University. She is an intern in the Elkhart Truth Newsroom. Contact her at educhon@etruth.com




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