Abercrombie & Fitch is a brand popular among teenagers and young people. Music is always thumping in their stores and attractive models pose pretty in the brand’s clothing. However, their merchandize is not meant for everyone as Abercrombie & Fitch doesn’t even sell sizes larger than L.
In an interview Mike Jeffries, the CEO of the brand, shared that Abercrombie & Fitch is targeted at “cool, skinny, attractive kids who are all-American and have a lot of friends and great attitude”. Apparently, the mind behind the brand wanted to imply that people who do not fit in the brand’s clothes are not all of those things. Naturally, a lot of people would find Jeffries’ statement extremely offensive and would have a good reason to feel insulted. A group of teenagers, who participated in a weight loss academy and dropped more than 70 pounds each, even vowed to never shop at Abercrombie & Fitch. Their point was : now that they were skinny enough to wear the clothes are they suddenly cool, all-American, have friends? The question is actually rhetorical as the kids are all of those regardless of their size.
It’s a funny thing how Jeffries, who is in his late 60s and wears mainly his own brand even though is marketed to teenagers, superficially explains that “the right customers” for his line need to have “the right appearance”. Yet, Jeffries’ look has been compared to “an albino orc from “Lord of The Rings” by users who were most probably offended by his statements as well.