Man Giving Abercrombie & Fitch a ‘Brand Adjustment’ by Giving Their Clothes to the Homeless
If you haven't heard, Abercrombie & Fitch is facing a national backlash for its exclusionary branding, as the store doesn't offer anything over a size 10 for women in its stores (however, they do offer larger sizes for men).
In a 2006 interview, CEO Mike Jeffries explained the store's branding strategy.
In every school there are the cool and popular kids, and then there are the not-so-cool kids,” he explained. “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.”
Greg Karber, a Los Angeles filmmaker, is now seeking to give the retailer a 'brand adjustment' by encouraging people to donate their Abercrombie & Fitch apparel to the homeless (trending at #FitchTheHomeless on Twitter). Karber scoured thrift stores for donated A&F clothes (subsequently finding them in "the douchebag section") and distributed his findings to the homeless people of Skid Row, the largest population of homeless people in the United States. Now he's seeking your help to do just the same.
What do you think about this movement? Making too much out of nothing? Or is it a noble, worthwhile cause?