Jennifer Nugent – Abercrombie & Fitch Brand Readjustment

Posted: January 30, 2014 in Uncategorized

After last week’s discussion on the commodity self, it reminded me of a campaign that I saw on YouTube last year called “Fitch the Homeless”. Even though this does not directly relate to what we were talking about, I found it interesting to see a brand we are all very familiar with, completely transformed. Greg Karber, the creator of this campaign, found a way to take a brand that is normally seen as preppy, modern, and higher class and readjust it.
I’m sure most of you know that the brand Abercrombie and Fitch faced a bit of a public relations nightmare when its CEO said that the reason women’s clothing is created only up to size large is because he does not want fat people wearing his clothing. His clothing is for the popular people and not the poor people.
Karber decided to change this and went to a number of used clothing stores looking for Abercrombie & Fitch clothing which he bought and then gave away to homeless people for free and thus began the #FitchtheHomeless campaign in May 2013.

What I took away from this video was that brands definitely have something to say about a persons identity, however we must also consider that there are a number of things they don’t say.

Here’s the video:



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