Abercrombie & Fitch, Marketing to Fatties and the Death of “Cool”

cool_joe“In every school there are the cool and popular kids, and then there are the not-so-cool kids.”

Do you see anything wrong with that statement? I mean besides the obvious douchbaggery behind it? Mike Jeffries of Abercrombie & Fitch only wants young, attractive (thin), “cool” people to wear the clothes his company sells.

But are all popular, pretty people “cool”?

When I was a young teenager, which is presumably the target market for stores like Abercrombie, the “cool” kids were the ones who hung out off campus so they could smoke. The girls looked like Joan Jett, and jean shorts were only considered appropriate if you were washing the car.

The popular kids, the sporty ones, hell, the RICH ones, with a tennis court and a pool in the front yard and a 30 ft yacht moored in the back, they looked like the models in the Abercrombie ads. Very, very few of them were “cool”. They were pretty, had nice clothes, nice cars and were assured nice university educations, but their lives were too easy and too pretty for them to be cool. They were popular – they ran the student council, they were on all the sports teams, other kids aspired to be like them. But did they have that edge, that spark, that thing about them that drew people to them (as opposed to perfect teeth and shiny hair)? Nah.

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Book Review – Overdressed The Shockingly High Cost of Cheap Fashion

overdressedOverdressed The Shockingly High Cost of Cheap Fashion
Elizabeth L. Cline
Portfolio Hardcover, June 2012, 256 pages

On more than one occasion, I’ve found myself sitting in a restaurant measuring the cost of my meal against the cost of the clothes on my back. This entree costs as much as my shirt. This tiny dessert, more than my scarf. A multi-course tasting menu can ring in at more than a pair of really well-made boots.

Like most people I’m inclined to blame this disparity on the high price of food. But I am wrong to do so, for the problem is not that quality, well-prepared restaurant food is to expensive, it’s that the clothing that we typically buy in chain stores across the Western world is far too cheap.

As Elizabeth Cline points out in her engaging and delightfully well-written book Overdressed, we like cheap clothes. A lot. Most of us have more clothing than we can ever reasonably wear, and manufacturers feed into our desire for more by creating clothing as cheaply as possible. Who cares if a shirt falls apart after two washes when it only cost $10 to begin with?

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The Gold Ribbon

While I love the concept of public transportation, and use it regularly, there are times when it’s not all its cracked up to be – like rush hour.

Working from home, I seldom experience the crush of people jammed onto a bus or subway car, and given that I’m subject to the occasional panic attack when I find myself in a crowded place and unable to easily get out, that’s probably a good thing.

Last Monday, I had to go uptown at evening rush hour. The streetcar ride was fine, and I managed a seat on the subway, but within a few stopped people were crammed in with no room to move. Directly in front of me were a pair of girls and a guy, talking about music and friends and school as young people do.

The one girl closest to me was a wearing a hounds tooth wool coat. Near the hem were a couple of threads and some lint, which I thought was odd, but not unusual. However when she shifted position, her left elbow ended up very close to my face and I was confronted with a piece of gold ribbon that was stuck to her sleeve.

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