Abercrombie’s Repulsive Marketing Strategy: Target Only The “Cool” And “Thin”

Earlier this year, The Beacon Mag ran an issue on the impact of Eating Disorders in the Orthodox community, and several of the authors even accused our Orthodox culture of contributing to the spread of these diseases. But while there are undoubtedly many possibly triggering elements within our religious culture, it is important to remind ourselves that Eating Disorders are primarily a symptom of, not our religion, but our broader Western culture.

We bring this up in light of the recently resurrected statements made by Abercrombie and Fitch CEO Mike Jeffries, where he claims that his brand targets only the supposedly “cool” and “thin.” Under his leadership, Abercrombie and Fitch has pursued a philosophy that continues to deleteriously influence the attitude we take towards our bodies; he even refuses to produce XL and XXL sized clothing.

If you haven’t already, we’d recommend taking a look at where a man protests Jeffries’ offensive policies by giving away A and F clothing to the homeless (it’s already hit over 7 million views). It’s doubtful that this man will noticeably change our society, but either way, it’s nice to see that someone is at least recognizing the issue and taking action.