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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