“Totally Vanilla”: Abercrombie & Fitch Faces Controversy Over Anonymous Comments

May 19, 2013  |  

Clothing store Abercrombie & Fitch has been the subject of salacious news headlines in the past. Now the retailer is caught in a maelstrom of gossip again as one of its brand managers made it known that their clothes are not made to be worn by just anyone. “Abercrombie & Fitch doesn’t want to create the image that just anybody, poor people, can wear their clothing. Only people of a certain stature are able to purchase and wear the company name”, the manager stated.

In response to the controversy, company CEO Greg Karber released a statement, available on Clutch:

“I sincerely regret that my choice of words was interpreted in a manner that has caused offence. A&F is an aspirational brand that, like most specialty apparel brands, targets its marketing at a particular segment of customers. However, we care about the broader communities in which we operate and are strongly committed to diversity and inclusion. We hire good people who share these values. We are completely opposed to any discrimination, bullying, derogatory characterisations or other anti-social behaviour based on race, gender, body type or other individual characteristics.”

For some, the statement isn’t enough. Writer Greg Karber created a campaign called @FitchThe Homeles that declares “Let’s rebrand A&F together.” If you have any unwanted clothes from Abercrombie & Fitch, you can donate to this cause, which will then provide the clothes to the homeless.

Given this most recent dust up, comments Jeffries made in a 2006 interview for an article on Salon seem prescient. At the time he said, “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.”

Do you shop at A&F?

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