Friday Food for Thought #13

I don’t shop at Abercrombie & Fitch. It isn’t because I am “not with it” or “too big” – the clothes they sell are just not for me. Saying this, I don’t agree with AF CEO Mike Jeffries’ marketing strategy of not producing women’s clothing in any sizes larger than 10. I recognize the comments that he made were 7 years ago, but his women’s clothing line still excludes a large percent of potential wearers, and the company continues to market Abercrombie & Fitch as an exclusive brand designed for their stated market segment of “attractive, young, popular” individuals.
Teenagers have so many stressors to deal with, body image and social inclusion being primary. Why would anyone support a retailer who promotes exclusion?


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