So this week everyone got really upset at the CEO of Abercrombie & Fitch, Mike Jeffries, after a seven-year-old Salon article surfaced in which he stated the only customers he's interested in serving are the "cool kids," and that "a lot of people don't belong" in his clothes or store. Further, according to Robin Lewis (a "retail expert" and consultant), Jeffries is only interested in catering to young, attractive clients.
Photo by Iflwlou You guys aren't going to believe this, but Abercrombie & Fitch? They are into hardbody types.
The Internet exploded, naturally, and Mike Jeffries became one of the most hated guys-you-never-heard-of-before just about overnight. My initial reaction to this attitude--conflating "coolness" with thinness, and the blatant use of "otherness" as a branding strategy--was shock and anger.
But my question is this: Have you ever been in, or even walked past, an Abercrombie & Fitch? If the answer is "yes," you should honestly have been ready for this level of douche-ness.More »