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Abercrombie & Fitch

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Lindsey Derlis

on 16 December 2013

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Transcript of Abercrombie & Fitch

Reasons to Boycott
Mike Jeffries (CEO) said “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.”
"He doesn’t want larger people shopping in his store, he wants thin and beautiful people,” Lewis said. “He doesn’t want his core customers to see people who aren’t as hot as them wearing his clothing. People who wear his clothing should feel like they’re one of the ‘cool kids."
Abercombie only goes up to size 10 in womens clothes because they say fat people will never be in the cool group.
They think Fat people are undesirable.
They think only skinny "cool" people are beautiful and fat people don't deserve to wear there clothes.
The Company as a Whole
This is a negative company because they encourage stereotypes, they say fat people aren't beautiful, they discriminate against heavier people, they exclude people from wearing their clothes, and they say if you don't look like the people on their advertisements then you can't shop there.
Add Analysis
Whose message is this?
Abercrombie & Fitch

I chose this company because I heard some bad things about it on the news.
The negative message is if you are over weight or undesirable then you can't be beautiful or part of the "cool" group.
The target audience is 18-22 year olds that are cool, thin and attractive.
Fat, uncool, unattractive teens and old people are excluded.
David T. Abercrombie and Erza Fitch created it.
Positive Value

They make the people that wear there clothes feel good about themselves.
Analysis of a add
who's message is this?
By: Lindsey Derlis
Abercrombie and Fitch
Who is the target audience?
18-22 year old girls

age- 18-22
class- upper
What is the text?
Abercrombie & Fitch
What is the subtext?
If you where there clothes you will look like this or attract people like this.
Rich, skinny,popular
Type of persuasion
Beautiful people
what group does this empower?
young, attractive Teens
what group does this disempower?
Overweight unattractive teens and older people
What part is not being told?
where their stores are located
Where you can get more information
The internet
Abercrombie and fitch
Who is the target audience?
18-22 years old
Age- 18-22
Ethnicity- All
Class- upper
what is the text?
Abercrombie & Fitch
What is the subtext?
If you wear their clothes then boys or girls will like you
Rich, skinny, popular
Tools of persuasion
Beautiful people
What group does this empower?
young, attractive teens
What group does this disempower?
overweight, and unattractive teens and older people
What part of the story is not being told?
what they are selling and where their stores are located
How could you get more information?
the internet
Full transcript