Update! Scroll down to take a look at what the CEO has to say about this highly debated matter.
Cool kids only
Abercrombie & Fitch the all-American lifestyle brand may be among the most popular brands in the world; however its garments might not be intended for any costumer. Why? Well, that’s a question for Robin Lewis who recently slammed A&F CEO Mike Jeffries:
He doesn’t want larger people shopping in his store, 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. People who wear his clothing should feel like they’re one of the ‘cool kids’: Robin Lewis.
In the past Jeffries has made it clear his brand has a very specific target:
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. Mike Jeffries.
That’s interesting then. The way I see it there are two ways to face this situation, either you’ll see oversized models and guys with massive hairy bellies the next time you walk into an A&F store or you’ll continue to see skinny blonde girls who smell nice and lads with unnatural tight abs, meaning Mr. Jeffries could not care less if he is deemed as a bigoted and racist boss, as long as his company keeps making loads of money.
We’ll just wait and see. In the meantime, have your say!
May 8th, 2013.
On May 15th, 2013, A&F released a brief statement, allegedly from its CEO, addressing this controversial issue:
A note from Mike, our CEO:
I want to address some of my comments that have been circulating from a 2006 interview. While I believe this 7 year old, resurrected quote has been taken out of context, I sincerely regret that my choice of words was interpreted in a manner that has caused offense. A&F is an aspirational brand that, like most specialty apparel brands, targets its marketing at a particular segment of customers. However, we care about the broader communities in which we operate and are strongly committed to diversity and inclusion. We hire good people who share these values. We are completely opposed to any discrimination, bullying, derogatory characterizations or other anti-social behavior based on race, gender, body type or other individual characteristics. A&F Facebook