Happy Colors
May 15, 2009: Crossing the Line
From: Abercrombie & Fitch
Subject Line: New for Summer.
Date: Thursday, March 26, 2009
From: Abercrombie & Fitch
Subject Line: Post-Grad by Abercrombie & Fitch
Date: Tuesday, April 7, 2009
From: Abercrombie & Fitch
Subject Line: The Cheeky Cousin of Abercrombie & Fitch
Date: Tuesday, April 21, 2009
Each Abercrombie & Fitch email I receive violates my comfort more than the last. I'm at the point of considering unsubscribing due to the graphic content. I would be curious to find out how successful these campaigns are. I can't even tell what they're advertising - 2 of the 3 don't even have a call-to-action.
Share your thoughts: Are they going too far, or does sex sell???
Comments
There's about to be a different sort of "call-to-action" in the middle picture. :) Um, but seriously, I agree with you Amy. It takes a lot to shock me, and these are pretty darn close to being pornographic. A&F is no stranger to the controversy though, and they've been doing business since 1892, so I think it must work - haha... they've got us talking about them, and isn't that the point?
Posted by: Lyla Reinero | May 15, 2009 3:21 PM
I actually just unsubscribed this week as I was sick of weird voyeuristic emails, that had no point!
Posted by: Katie | May 16, 2009 4:02 AM
Ugh it is so disturbing to see them all in a row like this!!
I wonder if this is exactly the sort of attention they want, like Lyla mentioned... What a weird idea!
Posted by: Alex | May 18, 2009 12:11 PM
I think this is new recession marketing:
"Save some money, you don't need a shirt." ;)
Posted by: Wacarra | May 19, 2009 2:21 PM
Pornographic? Really?
This is A&F's branding, nothing new here. Are you all shocked with the ads in the fashion mags?
A&F has been doing this for years. The CEO is a unique guy.
Alex, disturbing? Manly torsos freak you out?
Posted by: Stephen M | May 20, 2009 12:07 AM
Sex does sell, but come on A&F! Your target market audience is young adults--probably skewing somewhere around middle school to college kids. FYI - in 1892 the most scandalous part of the body shown was probably an ankle under the woman's long skirt.
Posted by: Stephanie | May 20, 2009 11:46 AM
Not to stir up the pot, but this email is fine. A&F has been doing this for 20 years, ever since when Mike Jeffries was hired as CEO. A&F doesn't sell pith helmets or jungle exploration gear anymore. If you signed up for this email and have been in an A&F store, you shouldn't be surprised.
Stephanie, A&F has Hollister for teens and Abercrombie Kids for.... kids.
Posted by: Stephen M | May 20, 2009 7:38 PM
Guys, I’m 23 and these ads sell for sure. (from the consumer and the marketing strategy viewpoints)
Probably some of you are not the A&F's market which is why you don't feel attracted by their products.
Anyway I respect all of your thoughts. Saludos!
Posted by: Juan Y. | May 21, 2009 9:24 AM
Uh-oh ... I think I must be an old lady :)!!!
Posted by: Lisa Harmon
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May 22, 2009 8:41 AM