The Interwebs have been in a tizzy the last few weeks after comments made in 2006 by Abercrombie & Fitch CEO Mike Jeffries resurfaced, and they have been on the Twitter-Facebook-Reddit media circuit.
It hasn’t been pretty.
Then, an apology in the loosest sense of the word was issued by the CEO, and it was met with great admiration and acceptance by the social media community. If you believe that, then I have some property to sell you in Florida. It was rage on a major scale. The Mozilla Firefox fox turned red.
But, all of the angry comments, the hate mail, the backlash, and the “open letters” in response to Jeffries words are forgetting one thing: this is letting him win. He is winning! We are talking about his brand, and even through the apology, he’s smug. Aren’t the non-cool kids always jealous of the cool kids? That’s what this is, a bunch of non-cool kids begging to be let into the club. Sure, they say they don’t want in, but what they want is inclusion. They’re screaming, “Market to us! We’re here, too!”