Abercrombie & Fitch CEO refuses to market to larger women, but has XL, XXL sizes for men
Clothing company only wants attractive customers
Last Updated: 216 days ago
Not a size 2? Don't have washboard abs? Then Abercrombie & Fitch CEO Mike Jeffries says don't bother shopping in his stores, according to the book "The New Rules of Retail."
Robin Lewis, the co-author of The New Rules of Retail, said Abercrombie is all about sex appeal. He says Jeffries is only interested in attracting beautiful people into his stores and wearing their clothes.
Abercrombie doesn't offer women's sizes in XL or XXL and the largest women's pants size is a 10. The trendy store does carry XL and XXL for men, but Jeffries told Lewis that's to appeal to muscular athletes.
“He’s been very, very successful, so he doesn’t want anybody in the store that doesn’t fit that cool, young and sexy definition,” Lewis told ABC News.
A representative for the New Albany, Ohio-based retailer declined to comment but in a 2006 interview with Salon, Jeffries talked about the company's marketing strategy.
"We want to market to cool, good-looking people," he said. "We don't market to anyone other than that."
He went on to say he doesn't make any apologies for their narrow customer target.
"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."
While some retail experts would argue Abercrombie might hurt itself in the long-run by not making clothes for curvy people, especially when the average size of a woman in the United States is 14, Lewis said the company probably won't change its marketing plans.
Other retailers, however, are changing their tactics. Plus-size shoppers now make up 67 percent of consumers.
H&M recently made waves by including a plus-size swimsuit model in its catalogs and using a Size 12 mannequin in its European stores.
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