VILIFIED

Posted by | December 15, 2014 | Uncategorized | No Comments

There’s nothing more uncool than being obvious in trying to be cool. And Abercrombie & Fitch has gotten its comeuppance. From hot bodied sales clerks and homo-erotic catalogs, the brand has finally been caught up by mega rejecters. Core consumers no longer want to wear the brand’s icons, they don’t want to pay the high prices and they are turned off to the “beautiful-people-only” image the brand projected. What do you do to be cool but inclusive?