The Mass Marketing effect of American Fashion: Abercrombie & Fitch

I was browsing a few moments ago when I started to stumble upon these videos and didn't know what to think. At the beginning I felt scared, then had a little joy but then started to think again and say: "this is awful." Abercrombie & Fitch is a monster that mass markets products to millions of people worldwide. They export American fashion and values and way of life through its communication for young people. They promote strong sex values through its massive international flagships. Its impressive how many people line up in Milan and Japan and other flagships worldwide to buy massive amounts of clothes based on average normal styles. Not a lot new and some of them old, but if it falls under the umbrella of "vintage" then it becomes cool again. I have to say yes, I am a victim of the marketing they do and buy clothes from them. Not all the time but at least once a year. I love the catalogues they do like the Abercrombie & Fitch Quaterly but something tells me I am part of millions of people doing and buying the same. Yes, the colognes are attractive but the massive amounts they spray inside the store doesn't smell nice. I ordered a pair of jeans a few weeks ago online and I was surprised the jeans came out odorless.

This last 4 years American Fashion has peaked up at the main retailers, fashion magazines and all others sorts of mass media. If you see the video of the casting that A&F does you will see they cast really good looking people from their stores but not very bright. Yes I'm talking about the High School jocks. And other thing that I noticed and the most important are the headquarters. They look amazing. I would say yes, of course I want to go and work there, looks pretty cool. But I don't know how many years would I be allowed to be there if you have to be young to belong there. And one of the most important things to me is that the music that is played in the stores is not appealing.

What Abercrombie does really well is the fitting of the clothes. Almost anyone can buy any Shirt, Tshirt, pair of jeans, threads (flip flops) and would look awesome with them. Thats the winning point of this company. They nailed to make millions of people look good or feel special with mass marketed clothes. As from the business point of view I have to say they are superb on making millions of dollars on selling clothes. On the other hand I wouldn't like to loose the exclusivity or the thing about feeling special as a costumer and that the product I buy only belongs to me. There are some countries which is excessive the amount of people wearing things that say "Abercrombie" and it becomes not pretty at all.

Is Abercrombie tacky? Is Abercrombie a bad company? Is Abercrombie a company not for all? Do they exclude all minorities? To any answer these questions may throw the phenomenon is still there. And it keeps selling, millions and millions. And yes, I get attracted to it and might get something sooner or later. Maybe I'm not the right market anymore but if its all about business then they're on it.

And my last thought is. Why do I keep talking about Abercrombie? Are you?