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May 14, 2013

Abercrombie for the homeless

Critics of retailer's exclusive branding spread clothing line to new demographic.

Abercrombie & Fitch Gets a Brand Readjustment #FitchTheHomeless. 

Clothing retailer Abercrombie & Fitch works hard to project an exclusive brand, but a new campaign is striking back on behalf of those left out by the company's practices.
After reading reports alleging that the company safeguards its affluent image by burning unsold clothing rather than donate it to those in need, writer Greg Karber launched "Fitch the Homeless". The video calls on consumers to do the donating themselves in order to make Abercrombie & Fitch "the world's number one brand of homeless apparel". 
Twitter users discussed the campaign with the hashtag #FitchTheHomeless