Regardless of the controversy this fashion retailer's brand campaign stirs among homophobic Americans, the marketing executives Abercrombie & Fitch aren't going to defy one of the golden rules of advertising, "Sex Sells."
As reported via Rod 2.0 (via The Wall Street Journal), "While many clothing brands and specialty stores are feeling the pains of the recession, the gay-vague retailer announces a modest profit." According to The Journal A&F has reported a 3% increase in net income during its fiscal first quarter.
But enough about financials. What about the infamous catalog? Well, don't go rushing out to your local suburban mall just yet. Appearently A&F has decided that "Americans aren’t quite sophisticated enough to view a nipple or butt crack without creating a dizzying controversy" (The Other Paper).
I have to admit, even I have felt a little uncomfortable at times walking through an Abercrombie & Fitch store and viewing the larger than life imagery that adorns their walls. It's as though I'm seeing something that is clearly illegal if it were anywhere else other than a retail store. But I guess A&F also believes in truth in advertising, given the fact that their jeans are obviously designed only to fit 15-year-old, rail-thin twinks with no asses.