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In recognition that these t-shirts might be found to be objectionable to many young women, who are among our best customers, we contacted Heather Arnet, Executive Director of the Women & Girls Foundation, and offered to discuss the issue with them. We recognize that the shirts in question, while meant to be humorous, might be troubling to some." Despite, or perhaps, one could argue, because of, the controversy generated by the sexually explicit t-shirts, on November 15, 2005, CEO Mike Jeffries stated that the company had enjoyed record third quarter profits. "These strong results reflect the broad momentum and successful differentiation of our brands, confirming our entire organization's dedication to building dominant iconic brands. We are uniquely positioned as the top of mind premium provider of sportswear with brands that appeal to a broad spectrum of customers in the pre-teen through post-collegiate demographic. This is a position we have worked hard to attain, and I can assure you, we will defend vigorously."
Edginess is part of Abercrombie and Fitch's branding, and if it goes too far -- one could argue this is better for the company's publicity in the long run, particularly given the highly competitive teen market....
Getting a renegade reputation might be more lucrative than having no reputation or clout at all. But despite the fact that advertising might make offensive content occasionally lucrative, our society depends upon the freedom of the consumer to choose, and even to choose badly. Regulation is not the answer -- rather, like the girls of the 'girlcott,' consumers must speak with their dollars in a unified voice. Although the market may produce some excesses, surely government can do no better to create a better world through censorship.
Works Cited
Abercrombie & Fitch Issues Joint Statement with Women & Girls Foundation of Southwest Pennsylvania." Press Release. Abercrombie & Fitch. 4 Nov 2005.
27 Mar 2008. http://www.abercrombie.com/anf/lifestyles/html/investorrelations.html
Abercrombie & Fitch Reports Third Quarter Results."(4 Nov 2005). Press Release.
Abercrombie & Fitch. 15 Nov 2005. 27 Mar 2008 at http://www.abercrombie.com/anf/lifestyles/html/investorrelations.html
Words can never hurt? Teens ticked off over tees." Current Events. 16 Dec 2005.
26 Mar 2005. http://findarticles.com/p/articles/mi_m0EPF/is_14_105/ai_n15928092
Works Cited
Abercrombie & Fitch Issues Joint Statement with Women & Girls Foundation of Southwest Pennsylvania." Press Release. Abercrombie & Fitch. 4 Nov 2005.
27 Mar 2008. http://www.abercrombie.com/anf/lifestyles/html/investorrelations.html
Abercrombie & Fitch Reports Third Quarter Results."(4 Nov 2005). Press Release.
Abercrombie & Fitch. 15 Nov 2005. 27 Mar 2008 at http://www.abercrombie.com/anf/lifestyles/html/investorrelations.html
26 Mar 2005. http://findarticles.com/p/articles/mi_m0EPF/is_14_105/ai_n15928092
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