Denizet-Lewis

Ever since popular brands came out, many people changed their lifestyle. In “The Cult You’re In”, Kalle Lasn discussed how brands have changed people's identity and it’s not good for them. People are what they buy, and brands logo has become their identity. In “The Man behind Abercrombie and Fitch” Benoit Denizet-Lewis is kind of exposing Mike Jeffries, the CEO of Abercrombie and Fitch, discussing how his company is affecting consumers. Denizet-Lewis’s review of the business practice of A&F support Lasn’s assertions about the “cult”-like nature of consumer culture in the U.S. because they both talk about how advertisers influence consumers, people change themselves to fit in by losing their identity and consumers don’t think for themselves.

Lasn discusses how people just wear whatever advertisers wear because they believe it's the new trend. “ We wear uniforms-not white robes but, let's say Tommy Hilfiger Jackets or Airwalk sneakers (it depends on our particular subject). We have to be recruited into roles and behavior patterns we did not consciously choose” (378). Advertisers are main part of the consumer attraction and that’s why many people buy whatever they see . Whatever the trend is at the moment, consumers will most likely buy those products. Denizet-Lewis also discuss how A&F employees are most likely to attract more consumers because of their looks. “That’s why we hire good-looking people in our stores. Because good looking people attract other good-looking people, and we want to market to cool, good-looking people. We don’t market to anyone other than that” (369). Not every store or company hire good looking people, but Jeffrie hire good looking people to attract other good looking consumers so they can be part of the cult like brand culture. The way advertisers are dressed is important because it will make customers want to be like them. As a result, both authors believe advertisers are impacting consumers

Lasn stated that members of a cult don’t think or question about what they are doing. “Hence the first commandment of a cult: Thou shalt not think. Free thinking will break the trace and introduce competing perspectives. Which leads to doubt. Which leads to contemplation of the nearest exit” (379). When people become part of a cult they don’t think as much because they follow others. For example, when consumers who are in a cult like brand culture start thinking why am I wearing this or why am I spending so much money on this shirt? They will break the rule and not follow the cult member. Denizet Lewis also show how customers don’t think before they buy any products. “As his A&F brand has reached iconic status, Jeffries has raised prices to finds that the brand’s loyal fans will gladly pay whatever he asks. Total sales for November 2005 increased 34 percent over the year before, more than five times the gain made by A&F’s main competitor, American eagle” (366). Customers has became a part of A&F brand like cult and they are committed to it. That’s why without thinking they are willing to pay whatever the price may be. As a result, both authors agree that once big companies persuade consumers to buy their brands they will never back