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.
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?