“There are cool kids and not so cool kids. We are interested in people with washboard stomachs ready to jump on the surfboard”, invited campaigns opening doors to morality, size-ism, charity.
But what comes to my mind is: Is A & F becoming old? Or is “cool kids/washboard stomachs” the mojo that made the brand what is it today and should it remain that?
Or is it brand genius to get a falling brand in vogue with controversy that can earn it free media and evangelists.
Whatever the reasons, it might be old belief of loving “washboard stomachs ready to jump surf board” but it sure would get people visiting the stores, riding on the hope and faith of the young to flaunt their status of “jumping surf board”