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I really want to know who A&F is marketing to?

Sweatpants

January 23, 2012

in marketing at work

Is it just me or does he have boobs bigger than mine

 

(Disclaimer: This post was written at airport lounge while I sipped on my 2nd and 3rd Bloody Marys. Also, it is posted in lieu of the Chinese New Year of which I have nothing to blog about. I am NOT celebrating it as I am on a business trip for the next three days… #ChineseWeGetNoRespectAroundHere)

I want to go to there.

To inside the website pages of Abercrombie & Fitch and Hollister. A la The Purple Rose of Cairo. (Incidentally one of my favorite movies that made me cry uncontrollably when I was going through my emo years…)

Yeah yeah yeah. I know the shirtless models from the teen store are old news for you hipsters out there. But I have never really paid attention to the brouhaha back when concerned citizens complained about the half-nekkid men in Abercrombie’s marketing campaigns and sometimes, if you’re lucky, inside their stores. As you can see, the protest has since died down and forgotten, and Abercrombie continues to use sex to lure in the real credit card holders (aka moms). Business obviously is thriving otherwise how can they command the kind of prices they do? Really. Why would any teenager need a hoodie that costs $200 or a winter jacket made of cotton and nylon for $600? (For that price, you’d better be wearing some dead animal. Just sayin’)

Even in my obsessive search for pants, I did not set foot in A&F. In fact, I made a deliberate effort to turn my head away when I walked with my son past by it in the mall. It was on the back of my head: I wanted to steer absolutely away from the potential accusation of being a leering dirty old lady. How wrong is it to lust after the models advertising clothing to your own children? It feels at the very least questionable. Aren’t you all surprised that I am a closeted prude?

Because I have never even taken a good look at the store, I was in for a shock of a lifetime when late one night I decided to check out A&F: I was desperate because the sweatpants from Aeropostale are now reportedly too short for my teenager.

So I opened up their front page…

Oh my. Come to mama!

I am sure my pupils were dilated and my mouth turned into a wolf snout. I quickly looked around to make sure my kids were not around even though it’s already past midnight. I felt… dirty.

Now did y’all know that in the world of these headless, shirtless models, “sweatpants” is a category on its own? SWEATPANTS. A category on its own!

 

Not only that, like fancy jeans, there are different styles that you can choose from. For your kids, of course. Of Course. Behold the glory from both A&F and Hollister (another store I have never set my foot in esp. since it is so deliberately dark and dance-club-hip, I just want to run in and go, “Where is the fucking bar?!”) Anyway, you are welcome.

 

Now that I have had a chance to stop staring and regain some blood back to my brains, it kind of made sense: sweatpants are a big deal for teenage boys. My son has been wearing a short-sleeved t-shirt and sweatpants ever since he became a teen, no matter the temperature outside. (He wears jeans when we ask him to “dress up”…)  But no worries Internet, I did not capitulate to the lure of headless shirtless men with their nether region almost showing. I was not about to pay $60 for a pair of sweatpants.

I hesitated before I clicked on Underwear, expecting to have nose bleeds from getting too excited. But was relieved, ok, fine, mildly disappointed that there is no image of models demonstrating the goods. Thank goodness though David Beckham came through (for H&M). And seriously, him? Fair game, imo. I have no problem ogling that old man.

 

 

By the way, how many of you, like me, chuckled at “Classic Straight”?

Straight fit. All the way down. Thou doth protest too much.

What is Classic straight anyway? Rock Hudson?

 

And… I am not done yet. At the end of day, I do have to admit: A&F website is a much greater pleasure to browse with a cocktail in hand than its competitors. I checked out American Eagles. All I can say is, Really, really?!

 

First of all, they are all wearing shirts. The nerves of those men! On top of that, what is up with that posture? Something wrong with your back and knees? Is that supposed to be sexy? Someone needs to call American Eagles and set them (and those legs) straight.

 

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