trends of today

Walking through a mall today a person can usually see instantly the different groups of people just by what they are wearing and where they are shopping. People today judge on the outside, and clothing plays a major role in deciding which “groups” one would hang out with. Every store has its targeted audience, there is fubu with its target of young black teens, and then we have hot topic for the “punk” audience. There is also a store called Abercrombie and Fitch who has a main target of young teens of today. However earlier in their campaign, they targeted what they would call the all-American, the young white teen.
This company started out as a modest out doors shop that clothed the best for hunting trips. It was stated that they even clothed Teddy Roosevelt for his hunting trips to Africa. However, Fitch retired in 1928 as the company was just beginning to expand its horizon and opening in the Midwest and the west coast. This is when the major changes began to roll in and take over the company. Then a thing called the look book began to evolve around the company. This book stated what you could or could not wear. It had the looks that were and were not allowed. For example, its states in the look book that no golden chains can be worn in fear that it will look like people like Mr. T, and that there is to be only one piercing on the girls. They made logos stating it was the American store, and they were the classic people. The look book even said that a ring may be worn on any finger except the thumb. This was because if the ring is on the thumb it could signify an alternative life style such as gay and that would be deadly for the company.
What I don’t understand from this company is why they think that white is all American. When in fact the only “true” American is the Native Americans. Also looking back through and over the look book, everything that was a no go related to something that made you look like you were in a minority. It makes me laugh when really looking back through today, the store is trying to be unique now, and expanding on “diversity”. Over all I can see where a&f is coming from because there are other stories targeted for different races, but then again I believe they cross the line with the look book and claiming they are the American store.