Abercrombie & Fitch – more cool…

Hot on the heels of yesterdays blog about the uber cool Dr Dre headphones it seems that another cool brand has hit the headlines.

Screen Shot 2013-05-09 at 23.49.28

A&F is a pretty cool shop. It’s dark and mind numbingly noisy. And it’s CEO Mike Jeffreys has a certain demographic in mind.

He said, “…we hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don’t market to anyone other than that.”

“In every school there are the cool and popular kids, and then there are the not-so-cool kids,’ he explained. “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.”

Well he certainly knows how to win friends with that policy. Is it just me or does Mr Jeffreys (pictured) need to work in the stock room?


7 comments on “Abercrombie & Fitch – more cool…

  1. You missed a golden opportunity to indulge in full-on GOM there, Tim. Having ‘experienced’ the pit that is their London store, I think it’s safe to say the ‘cool’ people they target must be deaf, have night-vision goggles, and be in possession of parents happy to re-mortgage their homes for a t-shirt. Mike Jeffreys’ obviously doesn’t need night vision goggles as those spectacularly luminous choppers will light the way…..

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