Abercrombie’s CEO? How about CE-no?

In our current time and day, many companies encourage women to love themselves– not matter their size and shape. Who are we to say what figure is perfect? Dove recently came out with a commercial telling women that they are too harsh on themselves by hiring a forensics artist to draw the ladies according to how they describe themselves. The Body Shop also took a brave step in advertising away from the norm of skinny models, and explaining that not everyone should aspire to be stick thin. This being said, there are people who cannot seem to put on weight, and they get bullied for their weight too. Learning to love your own body is a challenge for almost everyone these days, and it poses a challenge for a lot of girls and boys growing up. It is a cause of great distress for many, and heck know I have faced negative comments about my appearance. But society is changing into becoming more accepting and moving away from a one-sided look on beauty.

And then you get Abercrombie/Hollister and their chain of retail stores.


Here are some quotes from Abercrombie’s (and their related retail stores and brands) CEO, Mike Jeffries:

“In every school there are the cool and popular kids, and then there are the not-so-cool kids. Candidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don’t belong [in our clothes], and they can’t belong. Are we exclusionary? Absolutely.”

“It’s almost everything. That’s why we hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don’t market to anyone other than that.”

They aim to exclude and attract ‘model’ teenagers. Their jean sizes go up to a size 10 and they do not sell XL clothing. To be honest, their large sizes are quite small too. So how about all those girls who cannot fit into their clothes yet are surrounded by classmates who can? Especially for a place like America, where this company is based, and depression is one of the most common mental health disorder. We really do not need a whole million dollar company standing for encouraging this kind of segregation.

Then there are the t-shirts they choose to print…

l for loser

Because calling gymnasts a loser makes you so cool. Sorry not everyone surfs. two-wongs

And as a Chinese, I love being portrayed with slant eyes.

I wonder how they get these designs approved.

I get that this is their point of differentiation, and their brand image has successfully been associated with beautiful people. A lot of the times, you cannot get into the store without squeezing past attractive guys with washboard abs, but you know what? I really do not care enough for their idea of beauty to shop at their stores anymore. I do not want to associate myself with what they stand for, and for that, I will no longer be buying anything from them.

Hey, but you can just write me off as another unattractive girl voicing her opinions.

– Karen
P.s. my marketing class is over, so this is in no way another one of my marketing blog post assignments. I just felt so strongly about voicing my thoughts on this that I made this post.


The End of Sleeping In

It’s that time of year again. School is going to start real soon and I have found myself filling all my remaining days with some sort of activity to squeeze whatever I can out of my summer.

I am very excited to be going camping today! It will be my first time camping outdoors– ever! (Unless if you count that time we camped in my friend’s backyard…but we definitely were not roughing it out at all.) Four friends and I will be going to Sasquatch Provincial Park. In a matter of hours, we will be setting up our tent!

Now that we are preparing (basically done at this point) for our trip, I realized how much work this all is. I have also been reading up on some camping tips and honestly, I find some of them quite terrifying. I will update when I get back so I will remember what it was like when I look back on my first camping trip!

In other news, my friends and I went to Society down at Yaletown for a goodbye get-together for my friend who is going off to Toronto for university. I really did not have high hopes for this place as I had googled it before going and they had pretty bad reviews. However, I thought that the pizza I ordered was decent, and my friend’s truffle mac n’ cheese was pretty good. My friends who got the Chicken Gnocchi said it tasted mediocre… so I guess our group had mixed reviews. We ended it all off with a Junk Food Platter! What really caught my eye was how pretty it looked! It tasted pretty good, though the macaron was not soft enough.

My pizza– the Ultimate Meat pizza 😛

The Junk Food Platter

On the other hand, the restaurant itself was annoying. The music was on very loud, so it is definitely not the ideal place to sit and chat, or catch up with friends. I felt like we were shouting most of the time. But then, there were pink chandeliers  inside so it looked really nice. It was the perfect lounge for a girl’s night out, but not so much for chilling and talking.

That is it for now! I will update after my camping trip! Hope you guys are enjoying the sun!