Ethics for Entrepreneurs

Ethics for Entrepreneurs

Abercrombie & Fitch: "Who needs a brain when you have these (sales figures)?"

Is it proper to use sexual innuendo to sell products to young people? Is it necessary for a store selling youth apparel to emphasize the sexual appeal of its fashions?

Is it ethical to market overpriced sneakers based upon a brand name and a logo to adolescents who cannot afford them, especially if the shoes are no better in terms of quality than cheaper brands? Is it ethical to suggest to mothers that they are not 'good moms' if they do not buy a particular toy or cookie dough for their children? Is it ethical to market fast food with beloved cartoon characters to children -- or to sell gas-guzzling and energy inefficient cars to adults? Although it could be argued that some populations are more vulnerable to the effects of advertising, it seems equally true that the idea that ethical advertising exists is a myth. After all, the message that 'you must buy this product' is seldom the case, although that is the subtext of almost all advertisements.

Sex is not necessary to sell all fashions to teens -- Nike used the athleticism of Michael Jordan to sell Air Jordans, the Gap used vintage pictures of 'cool' figures of the past to sell khakis. But for Abercrombie & Fitch, it is 'necessary' to use sex, because sex is part of the brand image that it has crafted to make itself unique, in comparison to its competitor brands.

Where do you think the line should be drawn between suitability and censorship? Should there be more laws covering public decency, or would they be a threat to freedom of expression?

Contrary to the idea that teens are simply slavish consumers of advertising, the controversial offensive Abercrombie & Fitch t-shirts prompted one fourteen-year-old, along with other members of her Allegheny County Girls as Grant makers group, which helps raise money for girls' causes, to organize a "girlcott" of the shirts that proclaimed "Blondes Are Adored, Brunettes Are Ignored" and "I Make You Look Fat." Other boycotts occurred in Illinois, Connecticut, and Pennsylvania ("Words can never hurt," Current Events, 2005). The teens did not call for a new law, rather they voted with their dollars.

Eventually, the company issued a November 4, 2005 press release: "Abercrombie & Fitch has reached an amicable agreement with the Women & Girls Foundation of Southwest Pennsylvania under which we will stop selling several t-shirts in our stores. 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."