This is a guest post from Dr. Brad Zehring.
Mike Jeffries, CEO of Abercrombie and Fitch, made news last week when he proclaimed that his company “refuses to make clothes for large people, instead he wants thin, beautiful people wearing his clothes.”
Putting aside the fact that this is a public relations nightmare, does it really surprise anyone that he said what he said? Anyone who knows anything about Abercrombie and Fitch, anyone who has been in their stores, seen their catalogs, their posters, their merchandising bags has to know the image they want to project. Expectedly, there has been tremendous outrage from customers ranging from boycotting the brand to calling for a full fledged apology. Why outrage now? Where was the outrage when Abercrombie plastered their agenda/marketing all over the walls of their stores? Did we need to hear their agenda vocalized to be concerned? What does this say about the subliminal messages of our media platforms?