FUBU vs. Abercrombie: Racism or marketing?
Todd Schaefer
Issue date: 12/8/04 Section: Opinions
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Last month, Abercrombie & Fitch settled a $40 million discrimination lawsuit requiring it to pay this large cash sum to Hispanic, black, Asian American and female applicant employees who charged the company with discrimination. The lawsuit stemmed from claims that minorities were denied prominent sales positions in the store or had their contracts terminated primarily based on their race. Part of the settlement reached with Abercrombie & Fitch, in addition to establishing procedures to allow for more diverse employment, required that marketing materials - such as shopping bags, posters and catalogs - include members of various minority and ethnic groups. This is where I have an issue with the settlement.
To begin with, let me first state I am all for equal opportunity in employment. Race should have no factor in determining the hiring or firing of an individual. Such decisions should be solely based on character and qualifications. Thus, my issue is not over allowing equal opportunity for minorities in employment, but rather controlling the marketing of Abercrombie & Fitch. I think it is fair to say Abercrombie & Fitch has a target audience: young white males and females. From its commercials to its catalogs, it is obvious the store is looking to market its clothing to such a group. Is this racist? Well, according to the National Association for the Advancement of Colored People, it most certainly is.
However, I would then ask the NAACP its thoughts on the clothing store FUBU. You know, the "For Us, By Us" store? From its Web site to its commercials, it is blatantly obvious that FUBU primarily, if not solely, targets the black audience. Why, then, has no lawsuit or allegation of racism been brought against FUBU? I believe the answer to this question is that most individuals are indifferent to the fact that FUBU targets blacks. This certainly has not stopped many whites from wearing the FUBU apparel, just as it has not stopped blacks from wearing Abercrombie & Fitch clothing.
To me, this isn't a matter of racism, so let's stop trying to make it one. Each store has its own target audience it went to appeal to and thus its marketing should be - and is - reflective of its target audience. Allow FUBU to continue to market to the black buyer and Abercrombie & Fitch to market to the white buyer. After all, both races are free to wear either clothing brand they choose. As a result, let's take a step back - especially the NAACP - re-examine the situation and realize equality does not necessarily call for diversity, but rather a level playing field.
Todd Schaefer is a Rutgers College junior majoring in history and communication.
To begin with, let me first state I am all for equal opportunity in employment. Race should have no factor in determining the hiring or firing of an individual. Such decisions should be solely based on character and qualifications. Thus, my issue is not over allowing equal opportunity for minorities in employment, but rather controlling the marketing of Abercrombie & Fitch. I think it is fair to say Abercrombie & Fitch has a target audience: young white males and females. From its commercials to its catalogs, it is obvious the store is looking to market its clothing to such a group. Is this racist? Well, according to the National Association for the Advancement of Colored People, it most certainly is.
However, I would then ask the NAACP its thoughts on the clothing store FUBU. You know, the "For Us, By Us" store? From its Web site to its commercials, it is blatantly obvious that FUBU primarily, if not solely, targets the black audience. Why, then, has no lawsuit or allegation of racism been brought against FUBU? I believe the answer to this question is that most individuals are indifferent to the fact that FUBU targets blacks. This certainly has not stopped many whites from wearing the FUBU apparel, just as it has not stopped blacks from wearing Abercrombie & Fitch clothing.
To me, this isn't a matter of racism, so let's stop trying to make it one. Each store has its own target audience it went to appeal to and thus its marketing should be - and is - reflective of its target audience. Allow FUBU to continue to market to the black buyer and Abercrombie & Fitch to market to the white buyer. After all, both races are free to wear either clothing brand they choose. As a result, let's take a step back - especially the NAACP - re-examine the situation and realize equality does not necessarily call for diversity, but rather a level playing field.
Todd Schaefer is a Rutgers College junior majoring in history and communication.