I know there’s been a lot of
controversy lately in the news about the comments Mike Jeffries, CEO of
Abercrombie & Fitch (A&F), made back in 2006. These comments were made
7 years ago, but the recent announcement that the company would no longer be
carrying size 10 in women’s clothing sparked a viral controversy of the entire
brand, with celebrities such as Ellen DeGeneres speaking out against it.
Information that A&F burns
unbought clothing rather than donating them to the needy sparked further talk
and a campaign called ‘Fitch the Homeless’ by Greg Karber, an L.A. film maker.
The campaign aims to change A&F’s brand by giving the company’s clothing to
the homeless.
As well meaning as the campaign
is, I have some issues with it. I felt that the homeless in the video were
being used just to spread the message. Never were they asked how they feel
about the controversy or the ‘Fitch the Homeless’ campaign, nor were they even
asked if they actually wanted the clothing or able to try clothing on to see if
it would even fit. Karber just walked around handing it out to make his point
without any respect for the homeless involved.
Regardless of whether the
campaign is right or not, it has caused a huge impact with nearly 7 million
views on Youtube and numerous articles circulating the web. A&F’s reputation
has taken a dive and it will be interesting to see whether this controversy
will mean the end of their company. Do you think that clothing companies aimed
at teenagers should be allowed to target a particular ‘skinny and popular’ crowd
that excludes others? If not, then who should have to take responsibility for
it? And what do you think about the ‘Fitch the Homeless’ campaign?
First, a little FYI that your vid isn't working, but that's okay.
ReplyDeleteI agree 100 percent. I think I even posted the Mike Jeffries article on Facebook myself. As a retail sales person I see how discouraged people can be when they don't fit into clothing in stores or when they can't find their sizes. I really do get it, and the blatant disrespect that has come out of this brand has literally led me to believe it's all hopeless. At the same time, we must respect their decision, even if it is to be fashion-jerks. All we can do is hold onto our hope that eventually health and happiness will outweigh size in this fat-phobic world.
It is within their right to do be "fashion-jerks" as you called them. Due to all the controversy it's caused though, do you think it will negatively impact their image in the long-term or will enough people want to be a part of the brand they've created that this will help them?
DeleteWow. Well-worded - both Darrelle and Casey. I do not think it is OK for a company or person to be hateful towards others in this manner, but I also don't think that the government or company itself is prepared to make the changes necessary. It is interesting to me how the government feels the need to interfere in so many human rights issues in public forums, schools, private homes, etc., but draws the line at impacting the 'rights' of a company - especially if the company operates outside of the country. Do human rights violations not matter when the free market is involved? Is it somehow OK for a company in your country to commit human rights violations in other countries, as long as it is not in yours? It reminds me of the monkeys with their hands over their ears, mouth, and eyes...
ReplyDeleteThat's a good point and I've often marvelled at the power that corporations have in governments and how carefully the government will tiptoe around them (See my post on Monsanto, ...I would require GMO labelling on food). For the decisions A&F made, I don't think there's very much the government could do since it's the company's choice what they'd like to sell, but do you think that there should be some kind of regulation for marketing brands like this to children and teens?
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