Brand Read­just­ment

India Today - - NET FLUX -

Cloth­ing brand Aber­crom­bie & Fitch’s CEO Mike Jef­fries re­cently made a comment that his clothes should be worn only by cool and thin peo­ple. In protest, videog­ra­pher Greg Kar­ber started an on­line cam­paign. Called ‘ FitchThe­Home­less’, Kar­ber made a video of him­self dis­tribut­ing Aber­crom­bie & Fitch clothes to home­less peo­ple in the poor­est parts of Los An­ge­les. The video has over seven mil­lion views on YouTube.

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