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Sure, a CEO can say his brand’s clothing is only suitable for “cool,” “popular” and “good-looking people,” meaning only women who wear size large at most (but, up to XXL for muscly men). But, when money’s at issue, he might broaden that definition. Despite Abercrombie & Fitch’s founder Mike Jeffries’ controversial remarks about the appearance of both customers and employees, the fashion retailer announced this week that it will begin selling "larger sizes," as well as offering more colors and shoes, by spring, Reuters reports.
“Are we exclusionary? Absolutely,” Jeffries said during a much-reported 2006 Salon interview. “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.”
Well, seems like he doesn't care so much about that excitement factor anymore.
After a huge backlash, Jeffries decided to meet with protesters to come to some kind of compromise -- the people wanted Abercrombie to stop spreading their message of bullying, Jeffries wanted to continue with his jerkish ways. He eventually released a half apology, stating that the brand was “committed to fostering a culture of diversity and inclusion -- one in which no young person should ever feel intimidated, especially at school, whether for the clothes they wear, or because someone perceives them as different.”
Right. Nobody should be excluded...well, at least when sales are down.