Abercrombie & Fitch CEO Explains Why He Hates Fat Chicks
Mike Jeffries the CEO of Abercrombie & Fitch is passionate about making their brand all about “beautiful people”. He wants his stores packed with attractive women and athletic men to build a brand that is all about beauty, sexuality, and exclusivity. At least that is what it appears he means when questioned about why Abercrombie & Fitch refuse to carry XL and XXL women’s clothing. One of his statements explaining their attitudes comes from an interview with Salon Magazine:
“In every school there are the cool and popular kids, and then there are the not-so-cool kids,” he told the site. “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,” he told Salon.
Does a CEO have a choice to create a brand specifically for “beautiful people”? Of course, they do. Now it is up to us whether we want to hang out with those beautiful people or not.
Thoughts on this?