Sunday, December 09, 2007

Abercrombie and Fitch fun

Abercrombie and Fitch is an American (mostly men's) store which is known for its expensive clothing, attractive and snooty salespeople, and promotion of a certain "affluent sportsman"/ "preppy" lifestyle. The tagline for their website says "The highest quality, casual, All-American lifestyle clothing for aspirational men and women", and they only use actual employees as their models for their ads. Anyway. I could spend a long time deconstructing their messages... but you're all not media students, so I won't.

Here is a link to a series of video skits which mock the brand...

And here is a picture of me with one of the models who stood at the front of the store and posed. Seriously. That's all they did. Look left, look right, pose. Look left, look right, and... pose. There were two guys dressed in identical red jackets, jeans and sandals, both just as "ripped". They didn't seem to mind me asking one of the salesgirls to take a photo. I got the impression they had that all the time. (Look at the photo behind us, as well...)

The skits aren't actually far off!!


SHAW said...

Abercrombie and Fitch Clothing are known for its expensive clothing but with the kind of high quality products it has the high price tag is justified. You still can get Abercrombie and Fitch Clothing
in discounted prices during sales.

Tina said...

I don't think the quality is actually high enough to justify the price tag - even the "sales" clothing was still too expensive for what we would spend on clothing. The style doesn't suit us, either. (Think what Mekie calls "jocks".)

(Gotta love A and F's PR people :) - I'm in PR too so I know! Or at least someone pretending to be. The link they posted takes you to a badly-written 'review' taken from what looks like partly A and F's marketing copy and partly some generalized information about the company from Wikipedia. Sad.)