A Los Angeles man has come up with a clever way to strike at Abercrombie & Fitch's desire to target only the cool kids – by giving the popular brand's clothes to homeless people in Los Angeles.
In a YouTube video, Greg Karber lashes out at Abercrombie & Fitch CEO Mike Jeffries, who told Salon magazine in 2006:
"In every school there are the cool and popular kids, and then there are the not-so-cool kids. 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."
The company uses sexually suggestive, fit models, and is not known for having clothes that fit larger people. The issue cropped again this month, when a business writer, Robin Lewis of The Robin Report, discussed the issue with Business Insider.
"He doesn't want larger people shopping in his store, he wants thin and beautiful people," Lewis told Business Insider. "He doesn't want his core customers to see people who aren't as hot as them wearing his clothing. People who wear his clothing should feel like they're one of the 'cool kids.'"
Those comments by Lewis, and the links to the original Salon article, zoomed around the Internet this month and sparked powerful responses.
Protesters have gathered at an Abercrombie & Fitch store in Chicago. And then Karber put together his video, with the #FitchTheHomeless hashtag.
"Together, we can make Abercrombie & Fitch the world's No. 1 brand of homeless apparel," Karber says on his video.
Overall, however, Abercrombie's stock price has not been impacted. The stock traded at below $30 a share last August and is now trading at more than $53 a share.
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