There is no way you can walk around any mall in the U.S. and not be bombarded with the images of fit, shirtless men and scantily-clad women posing seductively and having fun while living the clichéd “good life.”
One store seems to be the biggest perpetrator of exposing more skin than clothes in their advertisements. This is the oh-so-popular and somewhat elitist Abercrombie & Fitch.
According to a report by the Business Insider, Abercrombie has done a complete transformation from its roots over a century ago.
Abercrombie & Fitch was founded in 1898 as Abercrombie Co. and sold, of all things, hunting and outdoor gear (their tag line was “The Greatest Sporting Store in the World”). They were the first store to offer clothing for men and women.
Fast forward a hundred years after declaring bankruptcy, completely losing all the outdoorsy stuff, and reinventing the brand into a totally different look and feel, A&F is now a multi-billion dollar company with a cult-like following of young, hormone crazed twenty-somethings who view the clothes and the style as a way of life.
But this very successful and almost iconic trademark is not without its fair share of controversy and debate.
For one thing, it seems like the catalog, the website and the artwork in the stores themselves show off more skin and muscle than clothes. It can get somewhat confusing.
What exactly are you trying to sell me, Abercrombie? The cute, topless couple kissing on your website’s welcome page, or the cute boot-cut jeans that I absolutely cannot get elsewhere?
Why does there have to be a random and somewhat awkward shirtless model at most stores beckoning me to come in and buy a t-shirt and some shorts?
“From a guy’s standpoint, I hate it. It’s just mad awkward for me. It really doesn’t do anything for me besides walking/looking away,” said journalism freshman Jared Cooper, who admittedly likes shopping at A&F a few times a year, but does not like the overtly sexual and exposing models/ads.
And how on Earth does the “scouting” process work for A&F and the employees/models/all around beautiful people?
“It basically all starts with recruiting. They are always going out into the public trying to find people that fit their look,” said journalism senior and former Abercrombie and Fitch employee Billy Melugin.
“I was studying for a test in front of Murdock Hall and two of their recruiters came up to me, said I had a great look and offered me a part-time job.”
But with an employment process like that, there is indeed room for judgment and maybe even unfair hiring practices.
What constitutes “the look?” Who has “the look?” If I don’t have it, how can I (a less than average Joe) acquire “the look?”
Probably by shopping at Abercrombie.
When I go shopping, I want to be able to create my own sense of style and think for myself. I don’t want to see the “perfect” people on the ads and working in the stores telling me what I should look like and what I should wear.
“It gives everyone unrealistic expectations,” said exercise and wellness freshman McKay Violetto regarding A&F’s marketing strategy involving the sexy, good-looking models.
“Just because you wear the Abercrombie polo, it doesn’t make you a Greek god like the models.”
It’s sad to even think that a well-known, multi-billion dollar company would even practice such a shallow and vapid method of selling their clothes.
They thrive off of “the look” that people think they have once they have donned A&F apparel. But since they are already such a huge household name, especially with many college students, they can employ whatever branding techniques they want.
Just don’t expect me to shop there.
Reach the columnist at jermac@asu.edu.
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