Monday, March 28, 2011

Abercrombie or Abercreepy?

In this article from stylecaster.com the latest controversial item from Abercrombie and Fitch is discussed. It's a push up bra-esque swim suit top for pre-teens. The attempt to sell sexualized items to such a young age group has driven soccer moms up the wall and is causing serious uproar in suburban areas. The "ashley"top features push up technology designed to boost volume of breasts. But we're talking about girls who haven't yet reached puberty. The push-up bra has been a staple of a company called Victoria's Secret, a prominent women's lingerie company, but they target grown women. The decision to market items such as this by Abercrombie is a huge mistake. I see the company loosing not only potential customers but also current customers. The only thing that could actually help the company is that little thing called teen spirit. The youth is always going to rebel against the normal rules and regulations. Is it possible that Abercrombie is thinking like the kids who wear their clothes and knows that no matter what those pre-teens will get their hands on those "push up triangles". Only time will tell if the juice is worth the squeeze for Abercrombie. For now the company is coming off as creepy and disturbing but could the company just be on the forefront of a new trend that could set the company into an even larger consumer base as well as revenue base.

10 comments:

  1. Do you see this permanently hurting the company?

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  2. Abercrombie or Abercrombie and Fitch? I agree with you in that young pre-teens do not need to be exposed to push-up swimsuits when they don't even have anything to show. After reading the article, one sentence especially caught my eye -- "it simultaneously teaches young girls to look at their bodies as something that forever needs improvement". I completely agree with this statement and that young girls will assume that their bodies are not good enough and they will continue to strive to reach something better.
    The article also makes another good point -- that many of these pre-teens will do almost anything to wear brand name swimsuits and be like those older than them. It is a completely different story when Victoria's Secret makes these suits because they are targeting older women who are already developed.

    I wouldn't be surprised if this hurts Abercrombie in the long run. Many moms are already upset and this could lead to their termination of buying Abercrombie products.

    Maybe Abercrombie should remember the age group they first targeted -- "kids".

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  3. I don't think "teen spirit" will even help Abercrombie at this point. The fact is, the kids at whom this product is targeted are (unfortunately) too young to have their own money or drive themselves to this store. Their parents would have to buy this for them, and the fact that this product has been put out in spite of that fact is very unsettling to me.

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  4. I don't think that this could benefit Abercromibe in anyway. I can see only a very small percentage of moms buying this item for their child. It seems absolutely crazy to me that there are adults out there that think this will be a profitable product. Abercrombie should have never even allowed that on their store's shelves. I think this could only hurt them, and it may even be along term problem, since it may end up turning future consumers away.

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  5. To Smith:

    I don't see this hurting the company. Abercrombie and Fitch has been and will be popular among the young age groups for years to come. This is only a little bump in the road. If you walk in to an Abercrombie store today you will see photos of attractive men and women barely clothed at all. This marketing scheme doesn't seem very effective when you think logically but if you think illogically like most of the teenagers that walk in the store it's actually genius. These kids are brainwashed and literally think if they buy these clothes they'll end up looking like these photoshopped models. It's a deceitful but genius marketing technique used by mostly all of the major fashion labels who target young people.

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  6. To the rest, think of how much publicity this has gained Abercrombie. Say the young girls hear about this push-up triangle product and get online to see it they will obviously see other items they may be attracted to and mommy will most likely buy it for them. Abercromnbie has gained millions of new customers while losing a minimal amount.

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  7. Although this is extremely disturbing, Abercrombie is simply trying to maximize their profits. At no point is this alright in my opinion, but it is a business move. They are expanding their consumer base by large amounts while only losing a small amount of people.

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  8. I agree with what Payne posted above. Although it is completely wrong to influence young girls with pushup bra swimsuits, Abercrombie Kids is making a drastic buisness move in supplying this product in stores. Teen girls by nature are already insecure when they approach puberty and with Abercrombie grabbing onto this fact we will have to wait and see how this product effects the future sales of the company. Even though many parents are upset with this product, I do not believe Abercrombie Kids as a whole will lose profit from supplying the swimsuit in stores. Although taking the wrong approach, Abercrombie is trying to broaden their costumer base by making this move. I highly doubt the demand for it will be high because of the disagreement with the product but i also doubt Abercrombie will lose any costumer of their past costumer base!

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  9. Great post Andi. Abercrombie has such a strong hold over their customer basis that this issue will make no dent in their profits. If you can sell people clothes with as many holes in them as Abercrombie you can do anything.

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  10. In case you did not abercrombie and fitch clothing like what you received, the retailer should allow you to return the product with no questions asked. So before you buy Abercrombie clothing from an online retailer, make sure to abercrombie and fitch sale read first its return and satisfaction guarantees to find out if its policies are favorable to you.

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