Leading teen clothing brand Abercrombie and Fitch has publicly stated that they will never sell women's clothing in a size XL because they don't want overweight women wearing their brand. In fact, the only reason the brand sells clothing to men marked XL or XXL is to accommodate the larger athletes. By coming out and directly stating this is their market, Abercrombie risks offending or alienating potential customers - but they don't care.
CEO Mike Jefferies isn't ashamed that his company focuses so much on appearances. “It’s almost everything. 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 that,” he said. “In every school there are the cool and popular kids, and then there are the not-so-cool kids. Candidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don’t belong [in our clothes], and they can’t belong. Are we exclusionary? Absolutely."
Although competitor H&M carries women's clothing to a size 16 and American Eagle sells up to a women's size 18, Abercrombie has remained adamant they will never carry women's pants larger than a size 10. Perhaps if Jefferies had taken a retail management training course, like the one offered at Ashworth College, he would understand better business practices to avoid alienating potential consumers.
What do you think of this? Do you shop at Abercrombie? Will these statements change your perception on the clothing giant?