A&F bans black clothing for attention

10 Jul

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If there’s one thing that all women agree on, it’s the colour black. It’s universally flattering. So, why has designer brand Abercrombie & Fitch banned it from all its stores?

The fashion outlet has announced that it’s no longer selling any black garments and its employees – including those based at its Ohio head office – are not allowed to turn up to work in it. Even black winter coats are frowned upon, leaving men and women across the country scurrying around for a new wardrobe.

Abercrombie thinks black is too formal and that’s not what it wants to be associated with. So it’s taken the decision on itself – without any research of feedback from its customers to back it up – suggesting that this is just a marketing and PR stunt, with not much substance behind it.

Journalist Ashley Lutz from Business Insider online suggests that the brand is chasing its ideal and preferred American sweetheart customer which is a tall, slim and pretty with an outgoing attitude. And its ban on black is just one step closer to targeting, and attracting, this type of person into its stores.

There’s a flurry of links to the news story which has been picked up by key websites such as MSN and The Drum. But other than that Michael Jeffries, Abercrombie’s CEO, has slipped his latest guidelines under the radar.

I’m no fashionista (however hard I try) but black is classic, not formal. And this isn’t a successful strategy, it’s a cry for attention.

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