Rebranding Abercrombie & Fitch

There has been a lot of buzz lately about Abercrombie & Fitch CEO Mike Jeffries statements on the type of people he would like to attract to his stores. Jeffries has made statements such as, "In every school there are the cool and popular kids, and then there are the not-so-cool kids,” he says. “Candidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don’t belong [in our clothes], and they can’t belong. Are we exclusionary? Absolutely."

In efforts to redefine the brand, Greg Karber is working to rebrand Abercrombie & Fitch. His goal is to make Abercrombie & Fitch "The World's Number One Brand of Homeless People." Karber has asked everyone to donate their Abercrombie & Fitch clothing to a local homeless shelter. He wants everyone to share their stories on Facebook and Twitter using #FitchTheHomeless. 

Greg Karber is trying to turn the negative publicity toward Abercrombie & Fitch and turn it into a positive social good, well at the same time creating a new target audience for the Abercrombie & Fitch clothing line. Karber is making a statement that it is wrong to discriminate and be exclusive toward the "cool kids." 

What do you think about Karber's action to rebrand the clothing line?

Good News for Twitter Advertisers

Within the past couple years, Twitter opened their advertising API to third parties, which has allowed companies to create more sophisticated advertising. When they launched this new program they were partnered with Adobe, Hootsuite, Salesforce, SHIFT and TBG Digital.

On Tuesday Kevin Weil, Twitter's senior director of product for revenue at Twitter, made the announcement that advertising on Twitter will now be open to all U.S. users. The change from invite-only advertising to all U.S. users is due to all the feedback the company has received from businesses. Business owners gave suggestions and areas for improvements, which Twitter took in to consideration and have enhanced their advertising and expanded their targeting and reporting in the U.S.

This change will allow companies to expand their target audience and draw more users to their product or service. Social media has been growing since the big digital push and this will continue to help companies reach consumers. Another big step in the advertising world!