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.

I personally don’t agree with the Abercrombie’s business model, mostly revolving its teenage girl line. (Seriously I don’t think it is appropriate for a 10-year-old girl to be wearing bikini tops and thong panties.) But I’ve always been a fan of their clothing and personally own a few items myself. I think they have good quality clothing and my Abercrombie winter coat is my staple for the winter. Additionally, I highly doubt donating Abercrombie clothes to the homeless will actually “rebrand” the company, if anything I think this only sparks more attention to the brand and people’s curiosity on the brand and how “good-looking” they could be.

So what I’m interested to know is, how many of you out there would actually stop yourself from purchasing from these “shameful” companies? This doesn’t apply to Abercrombie alone, this also applies to those companies that are notorious to have horrible work conditions in their factories in third world countries (the term sweat shops ring any bells?).


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