The internet officially dislikes Abercrombie & Fitch CEO Mike Jeffries. With endless images and ‘memes’ popping up on various websites, the preppy All-American brand is taking some serious heat after Jerries commented on why the company refuses to make larger sizes, as well as a being quoted: ‘A lot of people don’t belong in our clothes, and they can’t belong. Are we exclusionary? Absolutely.”
Social media users have responded to the recent remarks, by doing what must be the brands ultimate marketing nightmare. They’re buying and donating a ton of Abercrombie & Fitch clothing to the homeless in protest. The clothing campaign/re-branding was started by L.A. film maker Greg Karber and spread rapidly by using the Twitter hashtag #Fitchthehomeless.
The company is expected to release their earnings report this month. Hopefully for the company, Mike Jeffries recent statements don’t tarnish the brands investment value. The internet has had a field day with the CEO and got creative with Mike Jeffries’ pictures. You can see them, and watch the Fitch The Homeless Campaign, via BuzzFeed.