ABERCROMBIE & FITCH CEO Mike Jeffries just recently explained to a journalist why he doesn’t offer XL and XXL sizes for women: He simply doesn’t want fat chicks to wear his brand.
Jeffries, winner of the honorable “Dandy of the Week” award really said this:
“In every school there are the cool and popular kids, and then there are the not-so-cool kids. Candidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don’t belong [in our clothes], and they can’t belong. Are we exclusionary? Absolutely. 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.”
We think that whole ”cool and popular kids” thing totally makes sense – would like to recommend dear Mike a so-called reality check at this point though, because our studies show:
Girls and boys wearing ABERCROMBIE & FITCH might not be among the fattest among their peers but that really doesn’t make them cool either. Quite the opposite. They are: “totally vanilla”, as we’d just put it. They just don’t excite anyone.
Sorry, we hate breaking it to you Mike.
Von: Carl Jakob Haupt