Monday, May 13
Targeting Abercrombie & Fitch
There's no misunderstanding the message that the CEO of Abercrombie & Fitch, Mark Jeffries, recently sent out: the brand delivers a certain "look" and wants to maintain it.
His comments about "fat people", being one of the "cool kids", and "thin, beautiful customers" have, for the most part, been seen as grossly offensive, and as a father of two teenagers, I myself wince.
But from a pure marketing perspective, I'm not sure that he was wrong. When you look at it without any emotion, you'll see that he is applying classic marketing techniques to his business.