(PCM) Ambercrombie & Fitch CEO Mike Jeffries is stirring up some controversy with his recent comments in regards to the type of demographic his company would like to see shop in their stores.
If you happened to visit the stores, you will certainly notice that they do not at all carry women’s sizes XL or XXL, only catering to those women who are a size L or smaller. It is easy to draw the conclusion that Abercrombie & Fitch do not want overweight women to be seen wearing their brand. Apparently larger women just can’t be part of the so-called “in-crowd”.
Author Robin Lewis told Business Insider that Jeffries doesn’t want “larger people” shopping in Abercrombie and Fitch; instead, “he wants thin and beautiful people.”
“He doesn’t want his core customers to see people who aren’t as hot as them wearing his clothing,” Lewis said. “People who wear his clothing should feel like they’re one of the ‘cool kids.'”
The stores do offer sizes XL and XXL in men’s sizes, but only to appeal to the football player and wrestling demographic.
In a past interview with Salon, Jeffries stated that the communication between hot people is his primary marketing tactic.
“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 than that,” he said.
Jeffries also went on to tell Salon that he wasn’t bothered by excluding fat people. In fact, he said that not limiting his ideal demographic would make his clothing less desirable.
Personally I am completely saddened that these types of stereotypes continue to exist and angered that Jeffries has absolutely no shame about his idiotic ideals. Women today have a constant struggle with body image and it is deeply alarming and disappointing that companies like this one continue to thrive. Wonder what would happen to this elitist company if suddenly all the “cool kids” turned their backs on them? Bet you Jeffries would be back pedaling then! Till then, I plan to boycott Abercrombie & Fitch, not that I shopped there to begin with, and I certainly urge everyone to at least give it a second thought before cashing in your hard earned dollars to a completely bigoted organization.
