I’ve had a metric shit ton of people send me articles that are discussing Mike Jeffries, the CEO of Abercrombie & Fitch, and his stance on who he wants wearing his company’s clothes. People seem to think his stance is something new when he made his opinions clear back in 2006 in an interview to Salon magazine:
As far as Jeffries is concerned, America’s unattractive, overweight or otherwise undesirable teens can shop elsewhere. “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.”
So — what do I really think about Mr. Jeffries and his admittedly exclusionary marketing practices?
First, remember that I wrote a branding book called The Power of Unpopular.
Secondly, watch the video. If you’re on the fence as to whether or not you have 4 minutes to spare, I do grab my tits in this one.
And — with no shame, I ask: have you subscribed to my YouTube channel? You can do that here.