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Do You Think Abercrombie & Fitch's Quarterly Is Too Racy?

Do You Think Abercrombie & Fitch's Quarterly Is Too Racy?

Do you remember A&F's first quarterly from the Fall of 1997? The book was chock full with articles and photographs of young, good-looking, and fit male and female models wearing minimally-logoed Abercrombie & Fitch clothing. The book was incredibly controversial and according to Fashion Week Daily:

It was pulled from US stores in December 2003 after numerous boycotts from religious organizations and women's rights groups alleging its sexually explicit nature, promotion of alcohol abuse, and other cultural concerns.

Despite all the talk, the quarterly will be back this Spring, but only for London residents. Since A&F's clothes are geared toward the younger generation, I can see why so many people were up in arms. Of course the general public can turn a blind eye to such marketing techniques, but do you think A&F's message is age-appropriate? Do you think it promotes bad behavior?


mollybaby mollybaby 9 years
i definitely think there have been more racy ads in the past. check out this calvin klein ad from the 1990's with kate moss: or how about this one for d&g: erratic is right.. sex sells. what can ya do.
CaterpillarGirl CaterpillarGirl 9 years
I think its too racy, You walk by thier store in the mall and there is a frikkin mammoth size ad in the front with some shirtless dude, and they even hire shirtless, and apparantly hairless guys to stand out in front, its disgusting. My niece just giggles when she sees them and says "ew" so thats comforting.
chloegreat chloegreat 9 years
I hate A&F they have the worst customer service I guess thats what you will expect when bunch of teenagers working the place, they all snotty as if they are selling high ends merchandise.
remedios remedios 9 years
insanitypepper - best answer ever.
insanitypepper insanitypepper 9 years
I don't like their clothes, so I don't mind that the models aren't wearing them.
Merlin713 Merlin713 9 years
I hate A&F. Not only for the reasons you all have mentioned above, but, in the mall that I go to (Northern Minnesota) you can't walk by the store without having the need to either sneeze or throw up because of the excessive amount of perfume or cologne (I call it crap) that they spray. It's so disgusting.
KathleenxCouture KathleenxCouture 9 years
I worked at Hollister in High school and had 15 or so of my friends working at A&F. Not only does this company NOT care about anything but money they ostracize their employees and make customers uncomfortable. The Quarterly is no different. It may be aimed at my generation (college aged young adults) but do they actually ask for I.D. at checkout?? I don't care if it's selling sex, sex is great, but not for children. I have 3 13 year old siblings that i wouldn't want to see that thing, but i know since its so easy for people to just walk in the store and look through it, why would they want to buy it? They can look at the entire thing at the store!
Tiinnaaaa Tiinnaaaa 9 years
Wow. I'm shocked to see the majority of votes is with "Yes" at the moment.. I think its fine! Some people are just too up-tight. The ads are just fun and sexy.. It's not aimed at "kids" it's aimed at teens and young adults, and for them i think its fine!
bellaressa bellaressa 9 years
I have never saw the Quarterly.
mguy414 mguy414 9 years
I actually work at Abercrombie and Fitch so I think nothing of the quarterly! I do think that A&F tries to push the envelope though, even some of the songs we play at work are a bit racy and you have to be 18 to work at A&F, but can be younger to work at Abercrombie. I do think it is a bit silly when we dress our manequins in mini skirts in the middle of winter and throw a thick jacket over it. I think if they want to put out a quarterly that has naked/half-naked people in it, then fine, but it should be like it was a few years ago- they're behind the counter, you must be 18 to buy it, etc etc. I'm not saying it because I work there, I'd think that way if American Eagle or anyone wanted to do that. And if you REALLY want racy, you should check out the website to our new men and women's underwear line that is opening up this year- Gilly Hicks.
mrskrismendoza mrskrismendoza 9 years
They aren't too racy. Some people are just prudes. There is nothing wrong with sex or nudity. But for some reason, our society condemns it.
lemuse20 lemuse20 9 years
A&F stinks. Literally. I get a head ache just walking by an entrance of one of their stores, it's like they poured bottles of cologne on the floor, I usually try to hold my breath and walk really fast.
tee0206 tee0206 9 years
AF is selling an image, and despite people's personal opinions about the company, they're doing a great job at that. AF's target audience is college-aged people (abercrombie is for pre-teens, Hollister for high school students, and Ruehl for post-college young professionals), and the racy quarterly is probably successful at getting their target audience's attention. The quarterly also generates plenty of media attention, which is brilliant because the company partakes in limited advertisements. You'll rarely (if ever) see AF billboards or magazine advertisements. Their marketing campaign focuses on the images in their publications (magazines, catalogs, the website) and the models/salespeople in their stores. And, of course, their best advertisement comes from attractive, popular young adults bearing their logo prominently across their chests or butts.
msdyanelk msdyanelk 9 years
I don't do A & F so I can't say I really pay attention to their ads---racy OR not.
Emiily Emiily 9 years
I think they are sexy, I love the ads. The girls looks great in the jeans, it inspires me to get in shape and I always make out with my boyfriend in my AF jeans and they ads look like candids of young lovers, happy in love. I think it's fine. People are too up tight! The only thing wrong with AF is the prices! It's pretty expensive.
remedios remedios 9 years
"It was pulled from US stores in December 2003 after numerous boycotts from religious organizations and women's rights groups alleging its sexually explicit nature, promotion of alcohol abuse, and other cultural concerns." But Hustler/Maxim/FHM/Playboy are still on the shelves of B&N? huh.
emalove emalove 9 years
A&F needs to go...I don't care about their ads, I just hate the store.
starbright14 starbright14 9 years
I don't think it's so bad, but then again I don't pay that close of attention to them, mostly because I'm not the person who they are catering to. But that's just me.
sass317 sass317 9 years
I remember seeing the catalog when I was 17 and I was really surprised- first thing I thought was- "arent they trying to sell clothes? Then shouldnt the models be wearing some?" I dont think kids should be looking at it, but other than that, I just think its stupid but not a crime or anything.
citizenkane citizenkane 9 years
I agree with Popgoestheworld - they are selling a lifestyle, an image, a fantasy about being young and beautiful and in love to their customers. If I were a parent, I probably wouldn't choose to have my 12 year old look at it, but as a 28 year old with no kids, I say go for it. I loved that store back in the day.
suzanne suzanne 9 years
I'm no prude either, but it is too racy! Aimed at kids, obviously doing things that I'd rather my kids didn't at that age... but all in the name of selling clothes that are not even present. It's the blatent use of the sex that I object to. They've offended me since their first appearance. I don't go around actively looking for ads to bash or morally judge, but it was just too much in my face!
MandyJoBo MandyJoBo 9 years
I see a lot of young girls trying to look sexy now-a-days and it makes me sick. That's EXACTLY what the world needs: more babies having babies, continuing to over-populate the world and with the worse kind of inhabitants. Yay! I'm not saying A&F, or any fashion house for that matter, are to blame, but they are profiting off of it for sure. I wonder if any executives at A&F would even allow their little girls to wear the trash they mass market to the middle class youth.
bailaoragaditana bailaoragaditana 9 years
I don't think it's too racy - for adults. (Whether it's tasteful or not is an entirely different issue...) It's hardly age-appropriate, however, given that A&F is worn mainly by adolescents who need no extra pressure re: sex and body image.
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