I
assume most everyone has heard the Abercrombie & Fitch marketing plan. If not, imagine if Paris
Hilton (the quintessential example of what is wrong with America) was cloned and
the Paris
Hilton Coven formulated
a marketing strategy that mirrored the social constrains of a Junior High cafeteria.
Michael
Jefferies, CEO responding to the question why he will not offer women’s sizes beyond a
large.
“In
every school there are the cool and popular kids and there are there the
not-so-cool kids. We go after the cool kids. We go after the attractive
All-American kid with a great attitude and a lot of friends. A lot of people don’t
belong in our clothes and they can’t belong. Are we exclusionary? Absolutely.
That’s why we hire good-looking people in our stores. Because good looking people attract other good-looking people and we want to market to cool, good looking people. We don’t market to anyone other than that.”
I made a few attempts at penning a response, something sarcastic but with a little insight.
I
think the transcendent goal of humanity is not the ostentatious
consumptions of products. If I remember correctly,
it involves aspects of don't be an exclusionist asshole.
or
I
believe you are missing an enormous marketing opportunity. Acquire a group of third
world children. This
shouldn’t be too difficult considering that you product is made by these type
of children. Pick
the least attractive
kids, perhaps a few with a deformity of some kind. Then you could use them as props in your store. They could
wear little signs saying, “Celebrate that you are better than me by purchasing a
new summer wardrobe.”
However,
I'm walking that thin
line between sarcasm and righteous indignation so I'm turning it over to
the “Militant Baker” blog.
Well, actually, that's not all you have done. You have also created an incredible opportunity for social change.
Ever so sincerely,
Jes
Jes
P.S. If you would like to offer me a
"substantial amount" to stop wearing your brand so my
association won't "cause significant damage to your image", don't
hesitate to email me. I respect you as a business man, and my agent and I would
be happy to contribute in furthering your established success.
P.P.S. You should know your Large t-shirt comfortably fits a size 22. You might want to work on that.
http://www.themilitantbaker.com/
1 comment :
Ha! I think the CEO was the total nerd in school and is trying so hard to cover it up! I wonder what type of kids he has. I am sure they are taught some wonderful values at home.
Pick on the nerdy kid.
Never talk to any kid that is having a hard time.
Always be the bully.
Make fun of the kids that shop at Target.
Always exclude the kid you don't like and make sure they know they will always be losers.
Post a Comment