About this Site

This is the personal weblog of Björn Ognibeni. I am a consultant for Digital Marketing Communications & Co-Founder of BuzzRank, living in Hamburg, Germany.

About me
About my work  

Blogpostings in English


Events I'll attend

OurSocialTimes Seminar: "Social Media im Kundenservice", 02.04.2014 in München


3. Deutscher Marketing-Innovations-Tag, 10.04.2014 in Nürnberg


re-publica 2014, 6.-8.05.2014 in Berlin


Marketing 2.0 Conference, 12. + 13.05.2014 in Hamburg


ADC Management Dialog Social in Berlin

« Prozesskostenoptimierter Kundendialog am Beispiel der Deutschen Bank | Main | Buchtipp: Die Target-Falle »

Abercrombie & Fitch Gets a Brand Readjustment 

Last week Business Insider ran an article about Abercrombie & Fitch which mentioned the fact that the "teen retailer doesn't stock XL or XXL sizes in women's clothing because they don't want overweight women wearing their brand." To prove this they quoted the CEO Mike Jeffries saying...

"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."
That quote comes from a Salon article published in 2006. So it's pretty old. And the whole BI article doesn't contain anything new. But the 7 year old quote alone seems to spark a lot more controversy now than back then. Just check Google News for the reactions from mainstream media.
And now in the age of social media the reaction doesn't only come from traditional media outlets, but also from consumers - some are even trying to give A&F a "Brand Readjustment", with a little help from Youtube:
They ask people to donate A&F clothes to homeless people and tweet about it under the hashtag #FitchTheHomeless. If it works it turns A&F into The World's Number One Brand of Homeless Apparel !
Nice... ;-)


Reader Comments

There are no comments for this journal entry. To create a new comment, use the form below.

PostPost a New Comment

Enter your information below to add a new comment.

My response is on my own website »
Author Email (optional):
Author URL (optional):
Some HTML allowed: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <code> <em> <i> <strike> <strong>
blogoscoop Web Analytics