Customers gone wild: When brand adoption isn’t appreciated

You know how Abercrombie has the shirtless male model in the entrance of their stores? It’s a brand thing — but, apparently not the same kind of brand thing like sporting white ear buds in an Apple store.

Improv Everywhere executed an interesting brand experiment where they staged 111 men to attempt to shop at Abercrombie with their shirts off — unbeknownst to the store staff, security and shirtless model.

Have a look at their summarized documentary:

Post mortem documentary here (contains some adult language):

  1. #1 by ThinGuy on December 8, 2007 - 9:47 am

    Now I know what I’ve been working at! I’m going to change the face of Kohls! That’s the Abercrombie of balding going on 40 fathers right?

  2. #2 by melanie gao on December 10, 2007 - 4:56 pm

    Too funny Skrocki! Thanks for the link to that hilarious A&F experiment. I bet people will talk about this thing when I go back to the U.S. next time, and thanks to you and your blog I will know what they’re talking about. Your blog saves me from looking like a cultural idiot when I make my infrequent trips back home! 🙂

  3. #3 by Pam on December 19, 2007 - 2:33 pm

    It’s freakin’ hilarious!

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