The Abercrombie & Fitch fashion fiasco: size does matter
Comment: Abercrombie & Fitch has made the headlines for all the wrong reasons recently.
The clothes retailer does not stock XL and XXL sizes for women (it does for men) and only wants the “cool kids” to wear the brand.
In an interview with Business Insider, author Robin Lewis (The New Rules of Retail) criticised Abercrombie & Fitch CEO Mike Jeffries: “He doesn’t want larger people shopping in his store, he wants thin and beautiful people” and continued saying that maybe the store stocks XXL clothes for men to appeal to the gym-obsessed men, professional footballers and wrestlers.
Jeffries’ marketing strategy is to employ good looking people to attract other good looking people and was quoted as saying “Are we exclusionary? Absolutely”.
Jeffries’ vision has been criticised by consumers while other brands who have a more realistic view of the market and cater for curvy women have thrived commercially.
A sufferer from eating disorders, Erin Matson, wrote a poignant letter to the CEO of Abercrombie & Fitch: read the full letter here.
Erin is an anorexia survivor and was outraged at Abercrombie’s sizing issue for women. She warns that the shop’s target market of young people may suffer from eating disorders and self-esteem issues. Erin says in her open letter to Jeffries: “Thinking about your comments nearly brought tears to my eyes. During one of my rougher periods with anorexia, I was not eligible to participate in my physical education class but still had to show up in order to graduate.”
Do you suffer from anorexia or know someone who does and needs help? We have a team of professionals who can support you.
See original article on Business Insider: http://www.businessinsider.com/abercrombie-wants-thin-customers-2013-5
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