Abercrombie And Fitch Ads Analysis

I have been a customer of abercrombie and fitch from years now, I admire and like your style of clothes, for both women and men. As a mother of three children, two girls and one boy I continually pass by abercrombie and fitch to fetch clothes for my kids, therefore lately I have been dissatisfied with the way you are representing woman throughout your advertisements and not only that but also by implying restrictions to specific customers of your brand. I would like to bring to your attention how disappointed I was when I noticed Abercrombie and fitch doesn’t stock XL or XXL sizes in women’s clothes as the brand doesn’t want overweight woman wearing their brand. What shocked me the most was the speech of CEO explaining this policy; which

To put in your words: “unpopular kids” with “cool kids”. It is socially acceptable for same to be paired with same, but never are contrasting bodies positively mixed in the world of advertisement. The juxtaposition of unusually paired bodies is visually clashing, and even though I wish it didn’t, it cases viewers to feel uncomfortable. This is effectively contributed to companies like Abercrombie and fitch that perpetuate the thought that fat women are not beautiful. To make things worse instead of donating the damaged clothes to the poor people the brand burns the clothes, as you want a certain kind of person to be wearing your clothes; the rich and cool one’s. In order to divert the image society has towards you, you should try to challenge the separation of the attractive and fat because you are creating unrealistic expectation of women 's bodies resulting with sexual and domestic violence and sexism being reinforced as an acceptable form of behavior. This representation of women in advertisement is destructive for women in real life. In order for the advertisement of any product to be successful is when it can clearly flow the message and bring any kind of positive changes in the life of the