For Everyone Bitching About Mike Jeffries of Abercrombie and Fitch

ambercrombie jeffriesAs of late, the brand really should be called Abercrombie & Bitch. I actually really like the spoof tee I’ve featured here. But I digress.

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.

9 comments
puck90
puck90

I think people are bitching about Mike Jeffries because he "is everything that's wrong with the youth growing up today" and not because we can't fit into his tiny clothes. I think it's right to call him a douche for spreading the idea that who you are isn't as important as how you look or what you wear. He isn't going to miss my $  but if my bitching helps influence someone who would have bought his clothes, it served a good purpose. He started a discussion. We are happy to join in.

tracibrowne
tracibrowne

I'm with you on this one. When I saw this yesterday I thought it was a great job at defining a brand. While I don't agree with their philosophy on what defines coolness and beautiful...their branding is quite defined...more companies should be this sure of who they are.

darcyz
darcyz

Awesome. I don't need their clothes to be cool. Never did, never will.

heidigriesmer
heidigriesmer

Love this. I immediately thought of you and what you say over and over again in your blog and book when I saw posts bitching about Jefferies' comments. Yes, vote with your wallet people.

suddenlyjamie
suddenlyjamie

Preach it. 

BTW - you have one of the best smiles ever - glee, effervescence, and just the right touch of "fuck you." It's a beautiful thing. 

AJasonP
AJasonP

Well said as I don't need someone telling what clothes to wear or should wear.