"Let Steve Reynolds do his own goddamn advertising."
Those words ring in my ear every time I walk into an Abercrombie store.
When I was first out of college I was selling advertising for a book that a realtor, Steve Reynolds (name changed to protect the innocent), would distribute to home buyers. The book would feature the kinds of businesess a new home owner would need such as decorators, hardware stores, carpet stores, etc. One family hardware store owner hated the realtor but I didn't know that, and he felt that I was just there to bilk him out of his money to advertise for Reynolds.
Still, Abercrombie embodies that idea to me. You pay an enormous amount of money to buy a shirt that continues to promote them
. They never really have sales and it wouldn't matter if they did because their clothes haven't changed in a decade and their demographic is right out of Logan's Run
(and if you get that reference then you are too old for A&F
) When Hollister opened it was promoted as Abercrombie & Fitch for young people, and I thought How young? Twelve?!
And I think it's that demographic that will paint them into a corner. When trends change they will be a relic of the past, surviving but no longer cool, like Members Only jackets and Tommy Hilfiger.
Moreover, their owner is famously bigoted and narrow-minded and thinks only of the bottom line. They have a terrible record of racial diversity and only seem to like gay money but not gay people.
I was at their flagship store at Easton in Columbus (a shopping mecca that I am sure StripperRocco knows quite well) and I saw that their new catalog was out. I picked it up to look at it and a clerk came over to me and said "You're not allowed to look at that in here. You have to buy it." When I asked why he said "It contains material that some people might consider offensive." To which I responded "So you promote yourselves with gay soft core porn but you don't want people to see it in your store?"
Let Abercrombie and Fitch do their own goddamn advertising.