L.A. filmmaker tries to re-brand Abercrombie & Fitch

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  • Cleetorn Fuaamotu, Tonga
    May 16, 2013 1:05 p.m.

    I don’t see what the big deal is. The CEO of A&F has stated what his target audience is – the same that every other business does – although he could have been more diplomatic. Every business that’s in business to stay in business targets their services/products to a certain group of consumers. Some groups are more diverse than others. Some groups are very narrow. It’s not that Ferrari or Saks or Aquatech doesn’t want to see homeless people using their stuff, that’s just not who they target. Their focus is on people who can actually afford their stuff. It may seem insensitive but it’s not wrong.

    If Karber wants to help the homeless, he should donate his A&F along with other useful items to the local thrift shop/food bank and direct patronage to them. What he is doing is simply a publicity stunt to draw attention to him and his pseudo-benevolence. Chances are, once his benefactors realize what he is doing, they will follow the example of Jeffrey Hillman in New York – sell the stuff for something more useful to them.

  • lost in DC West Jordan, UT
    May 16, 2013 12:51 p.m.

    Even though they would fit, I'm glad my kids aren't skanky enough to wear A&F clothes.

  • Cris B. Sandy, UT
    May 16, 2013 12:45 p.m.

    @I think I know it. I preach it,

    People are saying Abercrombie is wrong for creating a valuable brand and for protecting that brand how they see fit.

    To compare it to killing people is utter nonsense.

    I simply said all companies create a brand and in a way "discriminate"

    Oil companies discriminate against people who don't have gasoline-drive cars
    Men's big and tall stores discriminate against people smaller and thinner
    Sea-food restaurants discriminate against people who prefer beef and poultry

    Abercrombie wants to sell to good looking people in good shape.

    Good for them as they increase the value of their brand, which is the purpose of every business

  • I know it. I Live it. I Love it. Salt Lake City, UT
    May 16, 2013 12:31 p.m.

    Cris B.,

    I want to apologize for coming off as fairly judgmental. I do believe what I said is true and I don't believe in encouraging mistreating others. But I also can't know the full intention behind your comment. Even if you did believe something I would consider as wrong, I don't believe I would be in any place to judge you for it. I'm sorry.

  • I know it. I Live it. I Love it. Salt Lake City, UT
    May 16, 2013 11:53 a.m.

    Cris B.,

    If we truly applied your argument about making money, then we should allow machine designed to murder people to do it JUST because it's designed to.

    People have every right to hate, choose pride and envy, and set their hearts on things that won't last.

    Having the right does not justify you.
    Having the right does not bring you happiness.
    Having the right does not allow you to escape the consequences of your actions.

    A man with a Porche may not be obligated to give it away, but encouraging him to give some of what he has to others isn't wrong. You treat "encouraging" like it means "stealing". It is not.

    Making millions is one thing, but you're encouraging profit at the expense of treating others as objects, as people of less worth and lower class. Did you realize that before you posted? Do you understand that and maintain the same position?

    I hope someday you won't believe that profit and self gain justifies treating others as less deserving than yourself. I don't know if you've read the Book of Mormon, or even care, but I suggest you read Mosiah 4.

  • JP71 Ogden, UT
    May 16, 2013 11:24 a.m.

    I don't agree with this CEO but I think we go to far with trying to make people say or think what we think is exceptable. If you don't like it don't buy his clothes. This CEO knows his customers and knows what they want. What he said was a calculated statement.

  • GiuseppeG Murray, Utah
    May 16, 2013 10:58 a.m.

    re: Cris B "Should we start encouraging rich people to give away their Mercedez, BMW, Porsche, and Ferrari cars to poor people because these car makers would rather have rich business people driving their cars?"

    YES! I'll take a Ferrari in Red, please.

  • Cris B. Sandy, UT
    May 16, 2013 10:15 a.m.

    I'm fine with what Abercrombie does. Nothing wrong with not making clothes in XXL. Every company creates a brand. I'm even ok with throwing clothes away.

    The purpose of a company is to MAKE MONEY.

    Every person who has a job goes to work supporting a company whose #1 goal is to MAKE MONEY.

    Should we start encouraging rich people to give away their Mercedez, BMW, Porsche, and Ferrari cars to poor people because these car makers would rather have rich business people driving their cars?

  • azgal Buckeye, AZ
    May 16, 2013 9:50 a.m.

    I'm wondering if that doesn't apply to the Hollister brand also.

    Really, ANY article of clothing that touts their own brand is not welcome on my body, I'm not PAYING to be their free advertising! (this includes Old Navy, Gap, etc...)

  • Hey It's Me Salt Lake City, UT
    May 16, 2013 9:13 a.m.

    I think that if you want to make a statement to "Biff" (Jeffries) the only way to make a difference is to hit him in the pocket. Try to encourage your friends, your family, your neighbors not to buy his clothing. Better yet why doesn't someone come out with a new cool clothes line as an option to his. People are paying a lot of money to get a white T-shirt with an AF on it. Otherwise, just don't shop in the store like my kids chose not to once they saw they could get 3 or 4 CUTE new pieces of clothing somewhere else for the same price as one t-shirt. My kids were still accepted by their friends who did wear A & F.I don't like his idea of branding or what it says to others , but you don't have to look at his ads and you don't have to look in his store. Loved the comparison to Biff. . . It's unbelievably perfect.