Talk about endorsing bullying overweight women at an adult, business level and teaching the teens it is ok to discriminate! A new book has been published that details the Abercrombie & Fitch marketing strategy: stock and sell clothing for skinny women only, no fat girls allowed, according to IDT, Wednesday, May 8.
In “The New Rules of Retail”, author Robin Lewis focuses on why Mike Jeffries, CEO of Abercrombie & Fitch hates marketing to fat girls, equating the overweight as the unpopular kids in high school who do not belong in the company’s clothes. Jeffries also explained that the retailer only hires thin, good-looking employees because they attract other good-looking people.
Dear Abercrombie & Fitch children’s department, please take this writer off of your email list.
The store seen in every mall across Long Island excludes fat girls more than boys, stocking XL and XXL in their men’s collection targeting a larger, athletic male build, however, the women’s clothing found in Abercrombie & Fitch only go up to size 10.
Mike Jeffries could not care less if Abercrombie & Fitch’s biggest competition, H&M and American Eagle both offer sizes for larger women because he doesn’t want fat girls wearing his brand, as outlined during a 2006 Salon interview.
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.
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. Those companies that are in trouble are trying to target everybody: young, old, fat, skinny. But then you become totally vanilla. You don’t alienate anybody, but you don’t excite anybody, either.
Abercrombie & Fitch and its bullying marketing tactics that exclude bigger girls can be found on Long Island at the Roosevelt Field Mall in Garden City.
Sources: IDT and Elite Daily
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