The CEO of teen clothing retailer Abercrombie & Fitch doesn’t want large women wearing his clothes. That’s why the store doesn’t carry anything larger than a size 10, or any extra-large sizes — at least that’s what Robin Lewis, co-author of “The New Rules of Retail” said in a recent interview with Business Insider about CEO Mike Jeffries.
From the interview: “He doesn’t want larger people shopping in his store, he wants thin and beautiful people,” Lewis told Business Insider. “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.’”
What, have the mean girls from high school morphed into a man now running an international clothing company? That’s seems like an excellent way to alienate customers (as if it isn’t off putting enough walking into the Fashion Fair Abercrombie’s dark entrance flanked by half naked boys that my 30-something self shouldn’t even be looking at).
The retailer offers XL and XXL sizes of men’s clothing mind you, but Lewis says that’s because he likely wants to appeal to beefy athletes. Apparently the CEO has never heard of a female athlete. Nor an ugly thin person.
So what do you think, shoppers? Will this make you stop shopping there? Any nuggets of truth to this way of doing business?