Food for Thought: #FitchTheHomeless and Company Branding

I’m not usually one who keeps up with current events, but this news caught my attention (naturally because I shop at A&F). #FitchTheHomeless, a gimmicky campaign started off in LA to rebrand the Abercrombie image by having the homeless wear their clothes. See original article and video here.

Quick summary on the whole campaign: to ruin the Abercrombie brand and image, whose been notorious to target only skinny and good-looking people. The video even quotes Abercrombie CEO emphasizing his clothing line targets “good-looking” cool kids in an 2006 interview. And with this outburst, I have people on my Facebook that would go to the extreme of broadcasting the accusation to parents who buy their teenage daughters Abercrombie clothing. Continue reading