Beyonce gives Abercrombie a run for its money
Posted by: in Companies Competitive StrategyFiled under: Competitive strategy, Marketing and advertising, Abercrombie and Fitch (ANF)
Who can forget the advertising campaign a number of years back that threw social watch dogs into fits over Abercrombie & Fitch (NYSE: ANF). That particular advertising foray employed the lithe bodies of teen and preteen boys and girls in a way which, while certainly drawing attention, underscored today’s excessive use of underage sexuality in advertising. Parent groups and child protective agencies were enraged, as well they might be. However, a recent ad campaign launched by Beyonce and her Home of Dereon, clothes for girls, makes Abercrombie’s misadventures look about as harmless as a day at the zoo.
A blog post presented by our sister blog Styledash, reveals the shocking truth about the clothing ad campaign, which is the brainchild of Beyonce and her mom, Tina Knowles. Blogger Kristen Seymour espouses the danger in this type of advertising by describing the presentation in the terms of “Go on, baby, and earn your lunch money the old-fashioned way.”
The gallery provided by Styledash is self-explanatory and might serve to turn the stomachs of little girl’s parents everywhere. Certainly, Beyonce and her advertising bureau have accomplished what they wanted to. We have the ability to also believe that Abercrombie & Fitch shall benefit slightly with a parallel focus to its own questionable advertising strategy. However, we need only to remember the enigmatic fate of JonBenet Ramsey to realize down which road this type of advertising strategy may lead.
(Thanks to Styledash for the tip, Additional thanks to Gawker)
Entries (RSS)