Welcome to our new weekly memo, Top of Mind Thursday. Each week we’ll send you a quick thought related to business and marketing. Short, sweet, and to the point. Let’s get started. 

Abercromie & Fitch has garnered much publicity regarding their CEO’s comments that they want “thin and beautiful” customers in their stores, not “larger people.” The company has also been accused of discriminatory hiring practices in the UK.

While many of us may dislike this attitude and find discrimination deplorable, the fact remains that A&F is crystal clear on who their audience is. Furthermore, all of this negative press just reinforces to “thin and beautiful” wannabe teenagers that A&F is the place to go (and the place their parents may love to hate).

Contrast that with the recent JCP fiasco. The company formerly known as JC Penney has managed to alienate just about all of its customers and destroy its brand equity and market value by not being clear who they were targeting and why.

Be crystal clear what you stand for. It will stick with you – for better and for worse.

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linda@popky.com
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