Abercrombie and Fitch: Marketing Towards Teens
Abercrombie and Fitch
Marketing can make all of the difference in the world when it comes to attracting customers to your establishment. In this day and age, marketers know that sex sells. It is more acceptable in certain areas of business than others. For example, an ad in the men’s magazine, GQ, might have an ad of hundreds of scantily clad women running after a man on the beach, alluding to the fact that his scent (Axe deodorant) is so great, that they all want him. And if you want women all over you, then you should use this deodorant as well.
However, sexual ads/products aren’t always the best way to promote your company. Take the clothing retailer, Abercrombie and Fitch. Back in 2005, they churned out some t-shirts with “themes”. These shirts were aimed at college-age girls and they had controversial one-liners on them, such as; “Who needs a brain when you have these,” or “I had a nightmare I was a brunette.” And “Give me something to scream about.” (NBC5.com) These shirts were met with much controversy. Many people felt these shirts undermined women’s rights, and sent the wrong message to the teens everywhere. It also sends the wrong message about the wearer of the shirt, and doesn’t help much in the self-confidence department either. Being the fact the Abercrombie and Fitch is one of the top brands that high school kids wear these days, those shirts are something that they have the option of purchasing. Sometimes, even though a product is marketed for a target demographic, it can transcend to other demographics, unknowingly. The high school kids see that their favorite store has new shirts that come with “cool/funny” quotes, they will be more than happy to wear that shirt to school the next day. Being that kids are so impressionable, they will see one person at school wearing it, and instinctively, wanting to fit it, they will think that wearing a shirt that promotes promiscuity is something to be proud of. This also can be seen with
Marketing can make all of the difference in the world when it comes to attracting customers to your establishment. In this day and age, marketers know that sex sells. It is more acceptable in certain areas of business than others. For example, an ad in the men’s magazine, GQ, might have an ad of hundreds of scantily clad women running after a man on the beach, alluding to the fact that his scent (Axe deodorant) is so great, that they all want him. And if you want women all over you, then you should use this deodorant as well.
However, sexual ads/products aren’t always the best way to promote your company. Take the clothing retailer, Abercrombie and Fitch. Back in 2005, they churned out some t-shirts with “themes”. These shirts were aimed at college-age girls and they had controversial one-liners on them, such as; “Who needs a brain when you have these,” or “I had a nightmare I was a brunette.” And “Give me something to scream about.” (NBC5.com) These shirts were met with much controversy. Many people felt these shirts undermined women’s rights, and sent the wrong message to the teens everywhere. It also sends the wrong message about the wearer of the shirt, and doesn’t help much in the self-confidence department either. Being the fact the Abercrombie and Fitch is one of the top brands that high school kids wear these days, those shirts are something that they have the option of purchasing. Sometimes, even though a product is marketed for a target demographic, it can transcend to other demographics, unknowingly. The high school kids see that their favorite store has new shirts that come with “cool/funny” quotes, they will be more than happy to wear that shirt to school the next day. Being that kids are so impressionable, they will see one person at school wearing it, and instinctively, wanting to fit it, they will think that wearing a shirt that promotes promiscuity is something to be proud of. This also can be seen with
Cited: 1. "New Abercrombie T-Shirts Spark Controversy." NBC5.com 11-02-05 04-07-08 <http://www.nbc5.com/family/5232021/detail.html>. 2. Butler, Stephania. "Abercrombie and Fitch Offends With Sexual Shirts, Faces Legislation." ParentDish 11-03-05 04-07-08 <http://www.parentdish.com/2005/11/03/abercrombie-and-fitch-offends-with-sexual-shirts-faces/>. 3. "The Power of Advertising: Big Tobacco vs. Anti-Smoking Campaigns." RapidCityJournal. (2002). 6 Apr 2008 <http://www.rapidcityjournal.com/nie/archives/2003/030303.html>. 4. "Abercrombie & Fitch." Wikipedia. 6 Apr 2008 <http://en.wikipedia.org/wiki/Abercrombie_&_Fitch>. 5. "Words can never hurt? Teens ticked off over tees". Current Events. . FindArticles.com. 06 Apr. 2008. http://findarticles.com/p/articles/mi_m0EPF/is_14_105/ai_n15928092 6. "Abercrombie & Fitch Issues Joint Statement With Women & Girls Foundation of Southwest Pennsylvania." Abercrombie.com. 11 Nov 2005. 6 Apr 2008 <http://phx.corporate-ir.net/phoenix.zhtml?c=61701&p=irol-newsArticle&ID=779039&highlight=>.