We constantly hear the benefits and necessity of successful branding in online marketing. How many times have you heard of  a company outsider “rebranding” their image? Never… Unless you’re Abercrombie & Fitch!

An online campaign is making a lot of noise on Social Media by attempting to “rebrand” A&F by donating the company’s clothes to the homeless, after an author alleged that company CEO Mike Jeffries “doesn’t want larger people shopping in his store.”

The most recent allegations pulled from a 2006 article in whichAbercrombie_Fitch_Logo Jeffries admits that A&F markets to “cool kids” while excluding the unattractive or overweight. Since the comments went viral, the online campaign undermining the “cool kid” image has made headline news. Los Angeles-based writer Greg Karber launched the campaign, which uses the hashtag #FitchTheHomeless, in a video posted to YouTube on Monday.

In the video, which has nearly 6 million views, Karber encourages viewers to donate their Abercrombie & Fitch clothing to a local homeless shelter, and then share what they’re doing on social media.

His goal? To make Abercrombie & Fitch “the world’s number one brand of homeless apparel.”

This is another example of the power and attention that Social Media demands on a daily basis. From a business standpoint, if you do not understand marketing through social media and successful branding, someone else may step up and “rebrand” your company.

What are your thoughts of the #FitchTheHomeless campaign?


Jamie Bates
Online Marketing Director