Teen brands take biased approach for profit

Corporate business owners have become very preoccupied in what other customers think. They often catch themselves profiling or even making fun of someone, until they begin to feel embarrassed or aloof. When groups of people come together, especially in businesses, a melting pot of ideas emerges. Ideas such as how to market a product and where do they sell the product are marketing schemes that further profits and customers. But what happens when people begin to start profiling on purpose to make a profit?

Corporate profiling is becoming much more prevalent in an economically thirsty world. Companies target certain groups to make large profits and often forget that they are leaving out very important audiences.

One specific group that has been speculated for improper schemes called the “3 A’s” who consist of teenage corporate trendsetters, Abercrombie & Fitch, Aeropostale and American Eagle. These corporate kings of teenage fashion are notorious for their unhealthy marketing habits. In most interviews, Abercrombie & Fitch withheld comments about hiring based on appearance in international stores.

In a 2006 interview with salon.com, the Chief Executive of Abercrombie Mike Jefferies stated, “Those companies that are in trouble are trying to target everybody: young, old, fat, skinny. But then you become totally vanilla. You don’t alienate anybody, but you don’t excite anybody, either.”

Even though the interview happened a mere seven years ago, it surfaced much attention once their stocks began to plummet quarter-by-quarter in 2012. Abercrombie’s sales dropped 10% in August. Meanwhile, Aeropostale’s sales dropped an even worse number of 15%. Customers have had numerous complaints that most of their clothing sizes are irregularly thin. A size 5 in juniors, or 6 in Women’s at these particular stores can be a size 7/8 or a 9/10. By making their clothes smaller, not only are they negatively affecting America’s youth, but also teaching young girls and men alike that being an average size is wrong. The whole idea of “loving yourself” is eliminated by this marketing scheme.

Speculations are beginning to surface about how companies are marketing their clothing. Most teenage-targeted apparel stores are scouring for new ways to attract buyers, which is becoming a little risky. Abercrombie and Aeropostale have been under fire for their pickiness in employees. Many people are becoming more conscientious of where they spend their money and unfortunately, a minor slip up like the one Jefferies had can cost a large sum of money to go out of pocket. Unfortunately, most of it is motivated by what the teenagers want. Customers want what is in fashion and unfortunately if it doesn’t happen to come in a comfortable size then the companies are not going to be getting many comfortable comments.