As Abercrombie & Fitch continues its slow descent into obscurity, the company is attempting to regain some profit by removing the logos from their clothes that once made the chain famous. After all, logos just aren’t trendy anymore, and Abercrombie is only a store for “cool” kids. Teenagers are apparently opting to spend their money on cheaper brands like Forever 21, Zara and H&M, leaving Abercrombie in the dust. The company has spent the last while scrambling to bounce back from a string of dismal PR moves like starving models, selling T-shirts that bully celebrities, and claiming for years that plus-size shoppers are not welcome in the store. The real problem isn’t these horrible decisions, it’s the douchebags behind them who are running the company. Abercrombie’s CEO, Mike Jeffries, seems to be sorely lacking in ethics, and lost his chairman title earlier this year. While North American stores will opt for a more generic look, international stores will continue to sell logo-focused apparel. At the company’s height, the Abercrombie logo was emblazoned on every popular kid’s chest in high school hallways as the brand made its fortune touting itself as an exclusive club that only the sexiest and wealthiest of teenagers got to be part of. That exclusionary attitude has gotten a whole lot of flack since the company’s prime, and maybe by letting go of the logos, they’re trying to shed that reputation. The idea of Abercrombie suddenly aiming to be inclusive is too optimistic for me to imagine though, so I’m going to assume instead that they’re hoping shirts without logos will make kids less embarrassed to buy a brand that most people now loathe. [Chicago Tribune]
Mike Jeffries, CEO and chairman of Abercrombie & Fitch, lost his chairman title this week. The guy is a super-douche who made it known that he only wants cool kids to shop at his store. It seems that shareholders are fed up with that attitude, because it’s no longer selling. The new chairman will be Arthur Martinez, who has helmed both Sears and the Federal Reserve of Chicago. Abercrombie is also adding two new directors to the board, which points to a possible shift in direction for the company. Jeffries remains CEO and a board member. Keep reading »
Abercrombie will finally be expanding its range of sizes to sell clothing larger than a size 10. In what might just be karma for being colossal jerks, the company’s stock prices have been dropping and customers aren’t flooding into the store like they used to. CEO Mike Jeffries still insists that his brand is marketed toward “cool kids.” It seems that an increase in available sizes might help them dig themselves out of their financial rough patch. They also hope to expand their shoe and accessory lines, and will be closing their Gilly Hicks lingerie stores. Even Hollister will face a major overhaul. Shoppers might just be over Abercrombie’s trademark snootiness, and no change to their stores will solve that problem. Keep reading »
In case people aren’t yet convinced that Abercrombie & Fitch is the Douchiest Company Ever, they’ve set out to prove it once again. In 2010, they fired Hani Khan, a Muslim employee who insisted on wearing a hijab at work. The store claimed that the head scarf would hinder sales because it strayed from their desired employee “look.”
In 2011, the U.S. Equal Employment Opportunity Commission filed a lawsuit on her behalf. Now, U.S. District Judge Yvonne Gonzalez Rogers has ruled that Abercrombie & Fitch wrongly fired Khan, a former employee of a Hollister store in San Mateo, California. Keep reading »
Abercrombie & Fitch just launched an anti-bullying campaign but they’ve fucked up yet again by making T-shirt with the slogan, “# more boyfriends than t.s.” — meaning Taylor Swift.
Aaand cue the mob of torch-wielding tweens. Keep reading »