The Internet Is All Over Abercrombie CEO

Abercrombie CEO JeffThe 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.

2 Comments
  1. So tell me why the Internet doesn't hate other brands who don't make plus sizes? Why do *I* as a petite woman get yelled at for ranting about the lack of petite sizing ("because you can get things altered" is NOT an excuse)? If we, as online media, get upset at Mr. Jeffries, we have to to do so for everyone.

    By the way, we can't all fit in everything. It's a fact of life. I'm often upset that I'm "sized out" of some Canadian designers because they make things so damn big or start at size 4 (yet say that they're "true to size…." yeah….true to vanity size. Size 4 should realistically only be a little too big. Not like I'm wearing a bag). Yet, I'm not allowed to talk about this. If I were size 20 and can't find anything? Well, I have every right to.

    You might want to take a look at my recent article on body image/size issues: http://www.delectablychic.com/2013/05/are-body-im

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