How Abercrombie & Fitch is losing its cool

By: Chris Johnson

Personal note:

There were years in the course of our ministry in the early 2000s through 2003 and a little beyond that Abercrombie & Fitch drew our attention regularly.

The window and wall displays were incredibly inappropriate for the teenagers that they targeted. Their quarterly catalog was without question pornographic.

On occasion a person would come to us and say “Aren’t you being a little prudish here?” We would show them the pornography displayed in their quarterly catalog – full breast shots and rear end displays – they saw for themselves that our concerns were legitimate.

The years have gone by. On a fairly regular basis we check out our local A&F for what they are displaying. We seldom walk away satisfied, but generally (except for one sexualized picture located in the middle of the store – it’s as if they have to have their one token display that crosses the line) they are far, far more appropriate than earlier years.

So it is that this article on msnbc this weekend didn’t discourage us as the article discussed the financial difficulties of A&F and also the stubbornness of their CEO.

As a Christian concerned for our youth, I never feel that A&F is very far from cutting loose and baring it all once again. I continue to believe that is the heart and soul of A&F under their CEO Michael Jeffries. If he had his druthers, he would show nudity and explicit shots as readily as before.

He got his wings clipped once upon a time by his board of trustees and through months of financial downturn. The article states it this way regarding Mr. Jeffries: “…Mr. Jeffries, dude, hate to break it to you, but it looks like the wave you’re riding is about to crash.”
http://www.msnbc.msn.com/id/30155521/

I don’t think that A&F is about to crash, but I doubt that they have learned anything either regarding toning down.

Under Mr. Jeffries’ leadership A&F will push the envelope as long as he is CEO. For that reason, under my leadership of ADA, I will continue to urge people to do business elsewhere than A&F.

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