Category Archives: Abercrombie and Fitch

Media Mondays: The Abercrombie and Fitch Debacle

So by now we’ve all heard about the Abercrombie and Fitch ridiculousness.  Let’s review a couple of facts/key players.

There’s this guy, Mike Jeffries, the CEO of Abercrombie and Fitch –

mikejeffries

 

And he said this –

“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.”

He also said –

“I don’t want our core customers to see people who aren’t as hot as them wearing our clothing.”

And A&F does not provide women’s XL sizes OR pant sizes above a size 10.  Which is stupid, because people’s mere height can warrant a size 12, but I digress.

OK, so, the best point I can think of is the one my friend Brennan said.  She said something like, “I think the psychopathology is pretty clear here.”

She’s right.  I mean, he’s 65, and appears to have had a lot of plastic surgery done.  HE appears to be the one with the image problem, not US.

He reminds me a lot of the guy who wrote Maggie Goes On A Diet, which I blogged about here.  The guy who wrote that book had weight issues of his own at one point, if I remember correctly, and then proceeded to project his shit all onto 8 year old girls who should supposedly lose weight and then magically gain self-worth (basic plot of the book).

So, I’m guessing Mike Jeffries is the same.  Mike Jeffries was unpopular at some point, or was “fat”, or was “ugly”, and rose above it in his mind by changing his appearance and creating a company who markets only to the pretty person he’s always wanted to be.

So do we need to be mad at Mike Jeffries?

(Well, duh, at least a little bit.  I mean, I did scream, “BOYCOTT!   BOYCOTT!”  in front of the A&F store at the Burlington Mall, embarassing my boyfriend and brother – )

Not really.

Yup, that’s right.  We need to feel sorry for him.  Because somewhere, way below the money and power and Botox, there is a little boy who is screaming to be liked.  To be approved of.

And that’s his shit.  Not ours.  We are doing just fine.

(Image provided by roadtripparenting.wordpress.com)