Wednesday, 8 May 2013

Abercrombie & Fitch, Saying It Out Loud.



"In every school there are the cool and popular kids, and then there are the no-so-cool kids. 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.

That's why 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"

- Michael Jeffries 2006


Michael Jeffries, is an arse.

Abercrombie & Fitch don't stock large sizes, in fact, I'd be hard-pressed to fit in one of their carrier bags.

However, my daughter adores Abercrombie, she loves Hollister, and I have, in the past, taken her into these stores, (taking with me a map, a torch and breathing apparatus obviously) but I will not be taking her into these stores again. I will sit her down and explain that in her life, she will experience people wanting her to fit THEIR ideals, and be what THEY want her to be instead of accepting her for who she is. She will experience this through the media, maybe friends or people who she goes to school, college or works with, this IS going to happen in her life. It is down to her to discover her OWN identity and be who she wants to be. I don't want her to be constantly striving to reach someone elses idea of perfection. I want her to embrace what makes her different, to be happy and confident with who she is.

And I am sorry Abercrombie & Fitch, (I'm not sorry) but if you only want my daughter to wear your clothes because she is cool and popular, then you are not a great example to my teenage daughter. I want you to want her in your clothes because she is awesome, because she will sit with the girl at lunch who has been left out of the group, because she will wait for someone when they are lagging behind and because she will give someone a hug when they are upset, and doesn't care who sees her.

In this day and age can you afford to be so exclusionary AND judgmental?

Because if you want to be judgmental and choosy about your customers, then watch me do them same, and lets face it, Abercrombie & Fitch, you need me and other people like me, more than I could ever need you and your over-priced beach shorts. 



So thank you, Abercrombie & Fitch for showing your true colours. Here's to the people who don't want be judged by you, who don't NEED to be judged by you. We vote with our wallets and with our feet.

And I know that I will definitely not be visiting your store again and will be explaining to my teenage daughter exactly why bullies and fair weather friends such as yourself should NEVER, EVER be able to make her feel bad or not worthy of wearing your clothes.




What do you think about Abercrombie & Fitch?


Let me know.


Big Fashionista x x x


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25 comments

  1. They sound like a bunch of arseholes to me. Can't say I've ever been in one of their shops and now I definitely won't. Good on you for outing them.

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  2. I've never been in their shops and never will if that's their attitude. Promoting exclusion and (in my opinion) bullying is a repulsive way of marketing quite tedious clothes.

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    1. It reminds me of people in school deciding who was cool enough to come to their party!

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  3. To be honest I'm glad I'm not cool / popular / good looking enough to wear their clothes......because they're a pile of wank! Zero style, unless you live on a beach.
    The reason their stores are so dark is to hide the fact their clothes are no better than Primark or Matalan, but hidisouly over-priced.

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    1. Babe, we are totes, bear cool, innit Bruv?

      Innit bruv? Don't air me.

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  4. This is a tough one. I am now old enough that I could easily walk down oxford street in my pyjamas and not give a rats ass. However, beauty is something that is biologically programmed in us. beauty doesn't just mean pretty - it used to mean healthy and potential mate to prolong the species. obviously that still counts although a little less so.( for some ) some of us are more evolved in certain things and behind in others. but i think it would be like saying someone is an arse because they love cake and potato chips. we know it isn't good for you but we are wired to eat and store fat. our brains and bodies really have a way to catch up to modern technology and a revised sense of civics.
    so while i think A & F - to fight it is almost like fighting human nature

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  5. With you on this. Am apparently a 'large' in these stores (which apparently equals a size 10 everywhere else!). As mentioned above, their stores seem to be shrouded in darkness, maybe to hide their prices. How pretentious to say that 'a lot of people don't belong in our clothes'. Style, and indeed perceptions of beauty, come in all shapes and sizes.

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  6. Gilly Hicks is another one. My sister LOVES to drag me into that pretentious shithole whenever we go to Westfield and I absolutely hate it. She told me that her best friend (who is bloody gorgeous, by the way) was 'scouted' by another Gilly Hicks store. I was like, 'what do you mean scouted?' - they actually ASK people who they see in public and fit the profile if they'd like to work there. I asked if you can't actually apply for a job there in that case, or if they will genuinely reject people on the basis of their appearance, but apparently the 'ugly' people can have jobs there but not on the shop floor. They have to work in the back sorting things.

    Fucking disgusting.

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  7. I didn't know that was their policy, I've never been in their stores because I always think their clothes look rubbish and not my style at all. One of my friends who is a curvy girl, very pretty and stylish 16/18 was hired by a big super trendy clothing company to help them open their new store. She worked her arse off as a team leader training staff arranging the store 2 months before it opened then when the doors finally opened to the public 2 weeks later she was let go, a wishy washy excuse about overstaffing even though others were in after her.
    She was fairly certain this was due to how she looked as she was the only staff member there over a size 10 and maybe not able to wear all their clothes. she took it pretty badly but was too embarrassed to follow up. I know in their LA stores they hire staff with modelling experience.

    It makes me very sad, she's very talented and her window designs were unreal. Goes to show what the priority is.

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  8. I always get those pretentious All-American shitty preppy up-our-own-arses mixed up - is Abercrombie the one that makes you squint because it's so dark? If so, I did go in once for a look and given that I could see fuck all apart from stupid pricetags like €70 on old man jumpers, I turned around and took my unpopular, uncool, rather sizeable arse back out. Fuckwits.

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  9. I have never been into Hollister as I know full well there is nothing in that would fit me. It makes me laugh how stupidly dark the stores are inside I have even seen customers having to take clothes to the door to actually get a proper look at them! Well given that our economic situation is not the best at the moment I am not convinced that this was a wise move on their part as surely now is not the time to alienate customers and lose custom! I for one will never set food inside one no way are they getting any of my money

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  10. Makes me glad I'm too skint to shop ;)

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  11. I find it amusing that you want your daughter to create her own identity and yet you are forcing your identity on her (one which I agree with). Wouldn't it be far more effective if you shared your concerns and then allowed her to make any decision she wished, free of your judgement?

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    1. Thanks for reading, but take a look again where I say I won't be visiting again, and will be explaining to my daughter their policy and why I don't want anyone to make her feel bullied by A&F, once I've explained it to her, if she chooses to carry on spending in there, that's her choice. Not mine.

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  12. I love the fact that you will be explaining this to your daughter and not just going along with it or quietly making excuses as to why you won't shop there. I refer to this type of prejudice from retailers as the pretty woman effect :)

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  13. They've been sued a couple of times for discrimination: http://www.dailymail.co.uk/news/article-1192674/I-banished-stockroom-says-disabled-shop-girl-suing-Abercrombie--Fitch-discrimination.html

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  14. Weren't these the bunch of tossers who relegated a girl with a physical disability to their stock room as they didn't want her on the shop floor? Or am I getting my shallow US clothing stores in a twist?

    Either way, even if I was a size 10 I wouldn't grace these scum-sucking elitist fucknuggets with a penny of my money. Their CEO is a knobber. x x

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  15. You're right Just Me Leah, she had one arm, and was otherwise gorgeous, so they dumped her. They do 'casting calls' for their shop staff. Basically you have to turn up at some nightclub & they pick the 'most attractive' ppl to be invited to interview. Not sure how they get away with it, but I have never been in there because it all looks like overpriced shit. I teach my girls about their shitty practices & overpriced shit as well and tell them "you can go in there when it's your own money you're wasting."

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    1. Ugh, they are truly appalling. How the hell they get away with it is beyond me. No one with an ounce of integrity would continue to shop there now.

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  16. what a load of bollocks Mike Jeffries speaks.... speaks through that freakish surgically-enhanced face of his. obvs he didn't begin life as one of the "cool" kids. and now he looks like Biff from Back To The Future.
    i like to think that kids these days.. especially on this side of the pond.. are too clever to fall for this shite.
    *sings* "I'm gonna pop some tags, only got $20 in my pocket"

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  17. This only applies for woman, they got right up to an XXL for men. But oh not for women.

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  18. Aberthingy and who? Sorry actually never heard of them. I was never a "cool kid" or American or to be honest interested in overpriced shyte clothes :)

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  19. We talked about this briefly on Twitter, I was shocked when I heard that comment. But then again what do you expect from a company that only hires models to work in their stores? I've never shopped in any of their stores and never will.

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  20. That they are massive massive pricks.
    I used to LOVE Aberbrombie, now I intend to burn all items as to be honest, I would be embarrassed to be related to this brand!

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