So the recent Abercrombie article has re-emerged where the CEO of Abercrombie Mike Jefferies has said that they only “cool” people to wear his clothes. His definition of cool sized girls/women according to what is offered in the Abercrombie/Holister stores is under a size 10.
Here is an expert from the original article.
Taken from Salon.com Interview 2006 The man behind Abercrombie & Fitch Tuesday, Jan 24, 2006 06:16 AM EST
For example, when I ask him how important sex and sexual attraction are in what he calls the “emotional experience” he(refering to Mike Jefferies) creates for his customers, he says, “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.”
As far as Jeffries is concerned, America’s unattractive, overweight or otherwise undesirable teens can shop elsewhere. “In every school there are the cool and popular kids, and then there are the not-so-cool kids,” he says. “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.”
His statement is horrible. I think stating because you are not a certain size and attractive that you are un-cool. Shame on you. This countries youth have enough issues with self esteem an to add to the pressure is deplorable. So If you are thin and attractive you will have a lot of friends. FYI some of the most attractive people I know are also the most unhappy I know, looking perfect is to hard and self destructive. I have a friend who would be your perfect “size.” She once told me the only thing she can control in her life is her weight. She wished she had 1/2 the self confidence I had and the ability to live fearless and go after things in my life as I have.
I think being that bent on looks as Mr Jefferies wants you to be is sad and very shallow when looks are so important.
Now other brands have the same sizing structure as Abercrombie, like Guess. Don’t get me wrong but they were not dumb enough to say size is a “cool” factor or being thin makes you popular. So I agree it is Abercrombies business and thier market is their target market. No one is saying to a plus size like Lane Bryant stores you need to offer smaller sizes. Jefferires unfiltered demoralization of our youth that is so disturbing. There is no accountability of social responsibility for a publicly traded company to do the right thing it is ok to puplic offend and be mean.
I am ok with not being cool according to the Jefferies definition.. Again I am not his target market. My children however are his market. I really do not want his marketing ideas of what is beautiful, molded on my kids. My daughter nor my son will not be shopping there with my money.
My response is to take my children elsewhere to shop and speak with your wallet against the Bullies of Mikes Jefferies Abercrombie. I have done some research about what stores in you local mall offer a range of size and support all sizes of beauty.
- Aeropostale goes to size 13/14 in store and 16/18 on line
- American Eagle 13/14 in store and 16/18 on line (note when I went in the store the sales clerk was plus sized)
- Gap size 16 in store and 2 x on line
- Lucky Brand Jeans 16 in store and longer length and special sizes on line
- H&M 14/16 in all stores selected stored carry plus sizes
- Forever 21 all stores 12/13 and some stores carry plus like King of Prussia large store
So I urge you whether our children fit in the Abercrombie clothes or not do not allow a bully like Mike Jefferies get a penny of your money.
Thanks you to Jaqui from Single Parents Retreat and Gina Mom-Blog for bringing this story to my attention.
So what are your thoughts? Are you going to go elsewhere?
Thanks for the research! Is it any wonder that teens get stressed out about their looks if companies like A & F deliberate exclude certain sizes because they only want the cool kids? ARGH!
He is crazy for say it allowed i is bad enough to run his company that way. He seems to forget the parents foot the bill.
Thank you for writing this. I will have children that soon enough will be begging to shop for clothes. We will not be shopping here.
Thanks Lauryn.. I feel like we have to draw a line int he sand and say this is not acceptable even if our kids fit their clothes.
i know there are lots of people with lots of opinions and views on different things but most of them know when to shut their mouths. Thanks for the list
Exactly.. I am sure after he originally did the interview the board of directors where like .. Yea you are not allowed to talk to the media.. hence his rare interview status with reporters. I guess that is why he spoke to Salon.com and not Newsweek.