I remember the need to fit in when I was a teenager—the need to be liked and look the part. I would beg my mom to buy me tops from Abercrombie & Fitch. I would proudly display the “beautiful people” shopping bags on my bedroom wall, showcasing bodies that neither I nor 99 percent of my classmates would ever achieve. It was a double-edged sword; I felt cool wearing the clothes, but terrible knowing I’d never be that perfect.
By now, many of you have heard about the harsh words of Mike Jeffries, CEO of Abercrombie & Fitch, from a 2006 Salon interview. These comments resurfaced during a recent Business Insider interview with Robin Lewis, co-author of the book, “The New Rules of Retail.” Lewis claims that Jeffries “doesn’t want larger people shopping in his store, he wants thin and beautiful people. He doesn’t want his core customers to see people who aren’t as hot as them wearing his clothing. People who wear his clothing should feel like they’re one of the ‘cool kids.’” Ouch. It doesn’t help that Abercrombie & Fitch doesn’t make clothing in size XL or beyond size 10 for women.
Jeffries’ comments created an uproar with parents, teens and the public alike. From disapproving videos to articles to parents boycotting the store, I highly doubt that Jeffries achieved his desired result. He essentially made every teen who can’t shop at his store—and every adult who would not have fit as a teen—relive childhood trauma as well as fueled bullies for tormenting. He made enemies.
The Jeffries’ case is extreme, of course, yet every PR professional can learn from his mistake. While many businesses target a specific population sector, Jeffries’ poor choice of words singled out the population that “doesn’t belong” and supposedly can’t wear his company’s clothes. Making insensitive comments can do irreparable damage to a company’s reputation, causing a PR disaster with measurable effects on company revenues and sustainability.
In general, brands should avoid making such potentially inflammatory and defamatory comments and instead ensure that they position themselves well in the media. It’s understandable to appeal to a particular demographic or population segment, but unacceptable to stigmatize or offend those outside of that group. Spokespeople should stick to messages that have been agreed upon and positively represent company values.
However, what if the mistake has already been made? The best thing a PR professional can do in this scenario is admit the lapse in judgment and apologize immediately. Once Jeffries’ comments went viral, he stayed silent, which was perceived as insensitive. It would have been far more effective for Jeffries to have reacted quickly, immediately issuing an apology and urging the public that his comments were taken out of context. Since the initial outrage, he did eventually offer a “half apology,” which has not gone over well. The damage has been done, and it’s unclear how the brand will recover.
In short, Jeffries’ actions offer a great example of what not to do in PR. Despite what you may have heard, all publicity is not good publicity for businesses. PR professionals should instead keep in mind that attracting customers for clients is about acceptance, not alienation.