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#FitchtheHomeless and Why It’s NOT ENOUGH!

The CEO of Abercrombie & Fitch is a jackass, stuck somewhere in the 9th grade developmentally. He hates fat people and doesn’t want “uncool” people wearing his brand. He burns slightly defective clothes rather than distribute them to charity like most other clothiers. Plus… he’s butt ugly.

A genius filmmaker in LA, @gregkarber, a guy with an amazingly kind heart, the type that you want to meet his mother and congratulate her a thousand times over, made a video suggesting we give all of our A&F clothes to the homeless to REBRAND it. More than 6,000,000 people have watched this video thus far, with countless more opinion pieces written on the jackass CEO.

As a result of CEO stupidity, and social media, the A&F brand reputation has officially tanked.

Buzz: Abercrombie & Fitch, American Eagle, H&M

Buzz: Abercrombie & Fitch, American Eagle, H&M
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So why is the frigging stock up? The guy’s a jerk, the product isn’t that great, the brand reputation is in the toilet… and the stock is up!

Abercrombie & Fitch Co.  NYSE: ANF – May 17 4:00pm ET

54.24 +0.92‎ (1.73%‎)

Open                    High                Low

53.14                    54.32              52.79

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Here’s why… (disclaimer I am NOT a Finance expert, but I am a psychiatrist, and markets are made up of people).

People go where the attention is, they follow the hype,  they are impulsive, they buy what is a topic of conversation, they make their sell decisions later.

So what can you do?

Keep giving your Asscrombie and Fitch to the homeless. (Great idea Greg Karber!). But if you really want to hurt the guy… boycott and ignore. The goal is empty stores. Make them forgettable.