The whole Abercrombie & Fitch hoopla is rather old news now. If you've been living under a rock or perhaps lost inside the darkened maze that is the A&F store then I'll bring you up to speed: Mike Jeffries, CEO of Abercrombie & Fitch made the comment that they target the "cool kids" and "attractive" people, and that he doesn't wish anybody otherwise to shop at his store. Also, no fat people allowed as they only cater to those under a US 10. (Hello? Mike, frankly you're not very attractive nor thin, and copious amounts of plastic surgery hasn't helped.) He's since apologised for his harsh words. But there's still a big amount of backlash coming from the American public as well as celebrities.
Greg Karber, a writer based in LA decided to take it upon himself to rebrand A&F. As the above video shows, he gives away Abercrombie clothing to the homeless, thus abolishing their "rich-kid" attitude. It's stated that A&F, rather than giving away the slightly faulty clothes to the needy, instead they burn them. The video reached viral status, and has brought awareness towards the brands downfalls however unless the campaign gains more momentum and there becomes a phenomenal amount of homeless people in A&F I sincerely doubt that their sales will plummet noticeably. I think that A&F relies mostly on customer loyalty and I don't see them as the type of people who would let this phase them for more than a week!
Miley Cyrus is amongst other celebrities which have tried to boycott Abercrombie & Fitch through social networking, claiming she is going to burn her A&F clothing. Kirstie Alley, the former Cheers star says she has banned her children from shopping at the store, she also very aptly remarked "You are not cute and your head is huge" to Mike Jeffries. I feel that the status of these celebrities will certainly influence people into stopping buying Abercrombie, particularly Miley Cyrus who is currently bigger and more interesting than ever since she's revealed her true personality and style.
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