Abercrombie & Fitch CEO Mike Jeffries made waves recently for saying in an interview that he doesn’t want “not so cool” people or obese women to wear his company’s clothes.
In response, LA filmmaker Greg Karber came up with a funny way to readjust the Abercrombie & Fitch brand – by giving away their clothes to the homeless of Skid Row.
KCRW’s Steve Chiotakis spoke with Karber about his video, and to Ken Wilbur, who teaches business marketing at Duke University’s Fuqua School of Business, about what companies can do to prevent embarrassments like this.
Watch Greg Karber’s video here: