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KUDOS TO ABERCROMBIE & FITCH FOR CLEANING UP ITS ACT February 2, 2004
Cincinnati— The National Coalition for the Protection of Children & Families has officially called off its boycott of clothing retailer Abercrombie & Fitch. “We’ve seen some stunning developments at A&F,” said Rick Schatz, president and CEO of the National Coalition. “Not only did they retire the ‘magalog’ in December but also they have unveiled their spring clothing line without resorting to the offensive, sexualized messages of the past.” Schatz has been in conversations with A&F’s Director of Investor Relations and Communications, who assured him that the clothing company had dramatically changed its marketing methods. “We’ve seen evidence on A&F’s web site and in their stores that things have indeed changed,” noted Schatz. “The people spoke, the company listened, and it has done the right thing.” The National Coalition launched its awareness campaign against A&F on Nov. 10. By December 6, the company had retired its “magalog,” which was filled with nudity and text promoting risky sexual behavior. More than 30,000 people signed the National Coalition’s online petition or called to express their outrage. Consequently, A&F’s in-store sales dropped as did their stock. Schatz added that A&F’s decision to change the way it markets clothing to teens and young adults underscores the fact that when thousands of concerned consumers speak with one voice, they can change the culture. |
