Abercrombie & Fitch – Marketing Too Young?

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beach bucketLong gone are the days of full coverage bathing suits. Today we have to deal with push up bikinis for kids.

Abercrombie & Fitch is on the hot seat as Good Morning America‘s guest child psychologist, Dr. Michael Bradley, spoke against the subject Saturday morning. Various news outlets and the general public are up in arms about the suit that was listed on the Abercrombie Kids website.

“I thought it was a joke when I first heard about it. Then, I realized, it’s so crazy, it must be true,” Bradley stated.  Out of all the parents Good Morning America questioned, the response was the same.  Not one parent would buy this swimsuit for their tween.

“They’re targeting girls as young as age 4 to be sexualized creatures,” Bradley said, reminding the public that the American Psychological Association had sent up a red flag in the past saying that retailers were marketing to too young ladies.

Listening enough to change the name, Abercrombie has changed the padded top’s consumer name from the “push-up triangle,” to the “striped triangle.” The padding remains and so does public outcries.

On Facebook comments include, “Absolutely disgusting, A & F should be ashamed of themselves! Disgusting people!” Twitter is also buzzing with comments like, “Abercrombie and fitch have a padded bra aimed at 9 year olds. Uhmmmmmmmmmmmmmmmm let em be kids!”

According to ABC News, tweens spend roughly $24 million on beauty products each year and it appears Abercrombie knows this stat and is not going to apologize for it either.  There has been no notice of the retail chain taking their new bikini top off the market or their store shelves, however their website no longer lists the push up section as they did earlier today. Check it out here.

Even if A&F stop selling the skimpy suit, they still offer an array of string bikinis for girls, some say even that is too much.

Bradley advises parents to step up and create a buffer between their children and culture’s pressure and use this as a teachable moment to discuss why their child would really want, or what they would get out of, having this piece of clothing in their closet.

“These guys really should be ashamed,” said Bradley. “I hate to get this in their faces like that, but it’s just wrong. It’s hurting people” referencing the way these socially accepted new “norms” can shape a young girl’s self esteem and ideals while creating unnecessary anxiety.

What do you think of Abercrombie’s stance?


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