Abercrombie CEO Doesn't Like Fat Chicks

Avatar for Cmmelissa
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Registered: 11-13-2008
Abercrombie CEO Doesn't Like Fat Chicks
7
Wed, 05-08-2013 - 12:49pm

Here's a story a friend shared on FB this morning that was getting a lot of moms pretty heated up.   It's about Abercrombie & Fitch and how they only target the "cool" kids, they don't want overweight or unattractive teens buying their clothing.  The CEO, Mike Jeffries, stated in a 2006 interview that it makes the brand more in demand.

“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,” he said.

Jeffries also told Salon that he wasn’t bothered by excluding fat people. In fact, he said that not limiting his ideal demographic would make his clothing less desirable.

Read more: http://elitedaily.com/news/world/abercrombie-fitch-ceo-explains-why-he-hates-fat-chicks/

The article also states that they don't carry women's jeans larger than a size 10, and other clothing to large, no XL or XXL is available.   They also mention that the CEO would never have been allowed in his own stores based on their criteria.

While companies have the right to target specific markets, what kind of message does this send to our kids?  Also, if you teen shops at Abercrombie, do you think hearing this might change their opinion of the brand? 



iVillage Member
Registered: 09-01-2002
Wed, 05-08-2013 - 1:34pm

OMG, that is too funny.  I've only popped into A&F twice and left empty-handed because the quality of the clothes are not very good ~ very thin and almost threadbare.  Like, used clothing!  I also prefer not to buy clothes which have the manufacturer's name splashed on them.  A&F has a lot of those.

My favorite part of the article is how the CEO thinks all of his stores hire only beautiful people, no fatties.  I mean, it's a minimum wage job for pete's sake.  Supermodels make their money elsewhere. 

The CEO forgets who likely does much of the shopping ~ moms, dads and even grandparents.  We're not all supermodels!

iVillage Member
Registered: 02-24-2010
Wed, 05-08-2013 - 2:01pm

He sounds like a pretty shallow human being.  As for his strategy, who knows if it's working.  My 2 teens and their friends may wear/have worn hoodies or tshirts with the store name on them--it's very popular in middle school.  I haven't seen a preference for A&F being "the" hoodie to be wearing--from  my observation Aeropostale & American Eagle are just as popular.  We only bought something there once; their prices are very high compared to the other similar stores.  We were looking for dresses for a wedding & I think we bought 2 there--sundresses.  Other than that, it's not a store I shop in and my kids rarely shop there when we are at the mall.  And I don't think it's because they don't feel cool enough.

“Clearly," said Arthur,"you're an idiot- but you're our kind of idiot. Come on.” 
― Markus ZusakThe Book Thief

iVillage Member
Registered: 05-27-1998
Wed, 05-08-2013 - 3:41pm

I never even made it into one of their stores because of the ghastly stench of that cologne they spray and the annoying music. Seriously, you can hear and smell them 2 stores down. I would have needed a hazmat suit and earplugs to shop there. Ditto for Hollister.

Ironically, though, my kids are their target demographic, but neither one wants to shop there. Why? "Because everyone else does."

Avatar for Cmmelissa
iVillage Member
Registered: 11-13-2008
Wed, 05-08-2013 - 3:42pm
I agree with you about Aero and AE, I see much more of their clothing on the kids. I think it's priced better as well and the quality is good. I only buy my oldest's jeans and Aero and he likes AE t-shirts better than the other stores. I will admit I have an addiction to Aero's guy hoodies!

iVillage Member
Registered: 02-20-2013
Wed, 05-08-2013 - 8:55pm

Cmmelissa wrote:
<p>Here's a story a friend shared on FB this morning that was getting a lot of moms pretty heated up.   It's about Abercrombie &amp; Fitch and how they only target the "cool" kids, they don't want overweight or unattractive teens buying their clothing.  The CEO, Mike Jeffries, stated in a 2006 interview that it makes the brand more in demand.</p><p><em>“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,” he said.</em></p><p><em><span>Jeffries also told Salon that he wasn’t bothered by excluding fat people. In fact, he said that not limiting his ideal demographic would make his clothing less desirable.</span></em></p><p><span>Read more: <a href="http://elitedaily.com/news/world/abercrombie-fitch-ceo-explains-why-he-hates-fat-chicks/" rel="nofollow">http://elitedaily.com/news/world/abercrombie-fitch-ceo-explains-why-he-hates-fat-chicks/</a></span></p><p><span>The article also states that they don't carry women's jeans larger than a size 10, and other clothing to large, no XL or XXL is available.   They also mention that the CEO would never have been allowed in his own stores based on their criteria. </span></p><p><span>While companies have the right to target specific markets, what kind of message does this send to our kids?  Also, if you teen shops at Abercrombie, do you think hearing this might change their opinion of the brand? </span></p><p><span><br /></span></p><p><span><br /></span></p>

My kids aren't there yet. My son wants Under Armour and my DD still wears Gymboree (thank God). But, I figure if the CEO wants to be an a$$hat and alienate half the population, that's his right. No one has to shop there. I think he's an idiot, but he can run his company however he'd like to. It occurs to me that perhaps he is pulling a Madonna. We are talking about it. And perhaps no publicity is bad publicity? JMHO.  

On Wednesdays we wear pink.

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Registered: 03-22-2013
Wed, 05-08-2013 - 11:37pm

It's pretty hilarious, if you think about it.  I mean the guy's been botoxed and lip enhanced to within an inch of his miserable life.  He makes Lisa Rinna look untouched by the surgeon's knife (and syringe).  Someone on my FB page commented that he looks like a lovechild of Gary Busey and Mickey Rourke.

Edited to add: Insulting his looks wouldn't ordinarily be fair game, but since that's essentially his entire objection to 'fatties', it sees that perhaps someone could mention it's hard to tell if he's the pot or the kettle.

iVillage Member
Registered: 02-24-2010

I miss Gymboree.  So much easier when they wore cute clothes like that.

“Clearly," said Arthur,"you're an idiot- but you're our kind of idiot. Come on.” 
― Markus ZusakThe Book Thief