Thursday, May 09, 2013

Abercrombie & Fitch = Elitist Bigots




I’m a little ticked off today.

During my lunch hour yesterday, I spent some time reading blogs… like I usually do… and I read a blog that said that Abercrombie & Fitch hates plus sized women.  Now I just couldn’t believe that a company would say such a thing.  In this day and age, with this economy, why would a company say that they don’t want a certain demographic to even darken their elitist doorways?  Well, it seems that A & F is just such a company.  Full article here.
According to Robin Lewis, author of The New Rules of Retail, “He (Mike Jeffries, CEO of A & F) doesn’t want larger people shopping his store; he wants thin and beautiful people.  He doesn’t want his core customers to see people who aren’t as hot as them wearing his clothing.  People who wear his clothing should feel like they’re one of the ‘cool kids’”.

This from a 61-year-old poseur?  I found a picture of this piece of human debris, and you know what I see?
 
Years ago, I was living in the small LA suburb of Azusa, California and I had a roommate who was born in Queensland, Australia.  The guy was a total trip.  Anyway, when we would see a person of… mature years… who was dressed like their 15-year-old daughter, or like some high school surfer boy who said “Dude” a lot, my roommate would say that they were “mutton dressed as lamb.”  If you don’t know what that means, I’d be happy to explain.  Mutton is the meat from old sheep.  It’s greasy, tough, stringy, and thoroughly disgusting.  Lamb, on the other hand, is the meat of young sheep and is tender and tasty.  What I see when I look at Mike Jeffries, CEO of Abercrombie & Fitch, is Mutton dressed as Lamb.  In other words, I see a ridiculous old man who’s trying to regain his youth.  What do you bet that his pockets are full of Viagra and condoms?

Oh… now that was uncalled for... My apologies… *insert evil laugh here*
 Now, in full disclosure, I am married to a beautiful woman who is… yes… plus sized.  She does what she can to control her weight, but she will never be a size 5, and I’m ok with that because she is beautiful both inside and out.  Also, really, I don’t care that Abercrombie & Fitch hates plus sized women, geeks, nerds, dorks, and other “undesirables.”  I really don’t because I will never buy their overpriced, crappy, beautiful people, sheep costumes.  I just hope that others will show their disgust for them by voting with their wallets and their patronage of other stores who treat all people as valuable.

It’s strange.  Usually when a company is accused of bigotry (and yes, I do think that this is a form of bigotry) they back pedal big time and go into full on damage control.  But like the high school quarterback or head cheerleader who needs to put down the captain of the chess club in order to score some points with their beautiful friends, Abercrombie & Fitch is acting the same way in the hallway of highly competitive retail.  They are standing in the middle of that hallway, arms stretched out wide, in a proud act of defiance, saying “what are you gonna do about it, Dork?” while the rest of us shake our heads in disgust feeling powerless to do... anything.
Here’s what Mike Jeffries doesn’t know; that unlike the chess club captain in high school, we, the undesirables, have power.  We don't want to play their way, go to their parties, or hang out at their table, because we have the power of the marketplace, and we can choose to spend our money anywhere we want to.

I hate calls for boycotts… but I think that this may be a good time to start one.  Let Abercrombie & Fitch drown in its own elitist self-righteousness.

3 comments:

susette said...

Never have and never will shop there.

PlumpRunner said...

Amen :)

Soozcat said...

Preach it. The would-be quarterbacks and homecoming queens of the world need to remember: there are more of us than there are of them.

Much, MUCH more.

And the people who were misfits, geeks and unpretties in high school get the last laugh. In the end, we sign most of the First World's paychecks.

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