Abercrombie & Fitch marketing to thin women only
According to the CEO of Abercrombie & Fitch, he doesn’t want “larger people” shopping in his store, he wants only “thin and beautiful people.”
The company doesn’t make its women’s clothing over a size “large” or pants in a size 10.
Mike Jeffries, the company’s CEO, told Salon in a 2006 interview: ‘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.’
Robin Lewis, co-author of The New Rules of Retail, told Business Insider that Jeffries “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.”‘