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"THE BRAND MAN SPEAKS":
The voice of the brand strategy consultancy, The Portnoy Group Inc.

The Brand Man Speaks is a dialogue about the consuming world in which we live and a guide to successfully navigating it. The goal is to educate people and companies about branding, the most powerful yet misunderstood business tool.

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Abercrombie CEO Jeffries disses customers who are fat, skinny, old, unattractive

In an old interview that is being resurfaced in the new retail tome, "The New Rules of Retail",  Mike Jeffries CEO of way past its prime young adult retailer Abercrombie and Fitch is quoted as dissing anyone who doesn't fit the image of the model beautiful kids he promotes for his brand.

Jeffries is no stranger to controversial actions with the A and F brand often accused of pushing the envelope with highly charged sexual visuals in the company's catalog and instore. He is also one of the most highly [over] paid executives in the United States.

It is certainly the perogative of the company to clearly state its brand positioning and the target audience it seeks for its products. This is good business. The irony here is that "perfect" beautiful all-American look of young men and women in their late teens and early 20s is what attracts a large audience of folks to the brand who do not look that way--not remotely. That image is one many would like to align with themselves and the closest way to do so, is to buy into the brand. Large numbers of A and F loyalists are over 25--beyond the key target--, including a large grouping of gay men who are 40 plus who are fit and see themselves as in their 20s and "competitive" with young buff all-American guys.

For those consumers who do NOT like Mr. Jeffries stance, they do not have to buy his company's clothing. They should not complain or feel insulted. If they want to be a part of the A and F brand they have to deal with the fact that they are not the company's prime targets. Period. And, honestly, many of these folks should NOT be buying this brand's apparel. They truly do not look younger in those clothes and are only fooling themselves. But, hey, this is America. Dress as you wish. Just do not complain.

Watching out for you everyday.

Eli

 

 

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