It's hard to feel sympathy for Abercrombie & Fitch's falling sales

The costly clothing emporium is branching out into larger sizes, which is rich considering its CEO's controversial opinions on body size

It’s hard not to feel smug about the news that, following a dip in sales, Abercrombie & Fitch is starting to sell clothes in plus sizes to attract new customers. Because, of course, up until now, they’ve always seemed dismissive of anyone who didn’t quite conform to their strict idea of a target market.

CEO Mike Jeffries announced in a 2006 interview with Salon, “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.”

How ironic that the company which is now losing customers and deciding to change its marketing stance is Abercrombie & Fitch itself. Jeffries may believe that the “cool and popular kids” are his target audience, but maybe popular kids have changed from when he was young. At the moment, young people seem to be looking towards vintage clothes stores, markets and charity shops, which provide clothes for all shapes and sizes, to create their own unique outfits unlike the dull uniform that Abercrombie has to offer. It seems that the public are no longer excited about the overpriced hoodies and tracksuit bottoms in A&F stores, with their logo plastered over the legs.

The fact that Abercrombie actively searches for attractive shop assistants, whom they call “models”, shows how discriminatory the company can be. Despite the shop assistants being fairly well paid, I think it should be seen as an embarrassment to work in the store as the CEO has made his superficial views so public. At the same time Abercrombie announced that it would start selling larger clothes sizes, Debenhams became the first mainstream retailer to launch size 16 mannequins. Perhaps one of the reasons Abercrombie has had a dip in sales is because they now look so far behind the times.

Two years ago, American Apparel released a competition to find “The Next Big Thing”, a “booty-ful model who needs a little extra wiggle room”. The rightful winner of this contest, Nancy Upton, was not accepted as American Apparel’s first plus-sized model because the company argued that she did not “exemplify the idea of beauty inside and out” with images of her modeling while stuffing her face with cake. Upton was ranked first out of 991 votes, which just goes to show that perhaps the popular option can be someone taking a stand against fattism. 

Similarly, a Change.org petition demanded that Jeffries of A&F “stop telling teens they aren’t beautiful; make clothes for teens of all sizes!” After losing a good deal of value this year and closing UK stores of the Australian underwear label Gilly Hicks , which A&F owns, it is goodif Jeffries has concluded that it might be time to start creating clothes that the rest of the public can wear.

Suggested Topics
Voices
There will be a chance to bid for a rare example of the SAS Diary, collated by a former member of the regiment in the aftermath of World War II but only published – in a limited run of just 5,000 – in 2011
charity appealTime is running out to secure your favourite lot as our auction closes at 2pm tomorrow
Arts and Entertainment
X Factor winner Ben Haenow has scored his first Christmas number one
music
Arts and Entertainment
James May, Jeremy Clarkson and Richard Hammond in the Top Gear Patagonia Special
tv
News
File: James Woods attends the 52nd New York Film Festival at Walter Reade Theater on September 27, 2014
peopleActor was tweeting in wake of NYPD police shooting
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
Claudia Winkleman and co-host Tess Daly at the Strictly Come Dancing final
people
News
i100
Extras
indybest
News
peopleLiam Williams posted photo of himself dressed as Wilfried Bony
Sport
Martin Skrtel heads in the dramatic equaliser
SPORTLiverpool vs Arsenal match report: Bandaged Martin Skrtel heads home in the 97th-minute
Arts and Entertainment
The Apprentice finalists Mark Wright and Bianca Miller
tvBut who should win The Apprentice?
News
The monkey made several attempts to revive his friend before he regained consciousness
video
Extras
indybest
News
Elton John and David Furnish will marry on 21 December 2014
peopleSinger posts pictures of nuptials throughout the day
Life and Style
A still from the 1939 film version of Margaret Mitchell's 'Gone with the Wind'
life
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
iJobs Job Widget
iJobs Student

Ashdown Group: Trainee / Graduate Helpdesk Analyst

£20000 per annum: Ashdown Group: A highly reputable business is looking to rec...

Recruitment Genius: Graduate Software Developer

£25000 - £40000 per annum: Recruitment Genius: Join a fast growing software co...

Guru Careers: Graduate Account Executive / Digital Account Executive

£20k + Benefits: Guru Careers: We are seeking a Graduate / Digital Account Exe...

Guru Careers: Junior Designer / Design Graduate

£18k: Guru Careers: We are seeking a Junior Designer / Design Graduate to join...

Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

Day In a Page

The week Hollywood got scared and had to grow up a bit

The week Hollywood got scared and had to grow up a bit

Sony suffered a chorus of disapproval after it withdrew 'The Interview', but it's not too late for it to take a stand, says Joan Smith
From Widow Twankey to Mother Goose, how do the men who play panto dames get themselves ready for the performance of a lifetime?

Panto dames: before and after

From Widow Twankey to Mother Goose, how do the men who play panto dames get themselves ready for the performance of a lifetime?
Thirties murder mystery novel is surprise runaway Christmas hit

Thirties murder mystery novel is surprise runaway Christmas hit

Booksellers say readers are turning away from dark modern thrillers and back to the golden age of crime writing
Anne-Marie Huby: 'Charities deserve the best,' says founder of JustGiving

Anne-Marie Huby: 'Charities deserve the best'

Ten million of us have used the JustGiving website to donate to good causes. Its co-founder says that being dynamic is as important as being kind
The botanist who hunts for giant trees at Kew Gardens

The man who hunts giants

A Kew Gardens botanist has found 25 new large tree species - and he's sure there are more out there
The 12 ways of Christmas: Spare a thought for those who will be working to keep others safe during the festive season

The 12 ways of Christmas

We speak to a dozen people who will be working to keep others safe, happy and healthy over the holidays
Birdwatching men have a lot in common with their feathered friends, new study shows

The male exhibits strange behaviour

A new study shows that birdwatching men have a lot in common with their feathered friends...
Diaries of Evelyn Waugh, Virginia Woolf and Noël Coward reveal how they coped with the December blues

Famous diaries: Christmas week in history

Noël Coward parties into the night, Alan Clark bemoans the cost of servants, Evelyn Waugh ponders his drinking…
From noble to narky, the fall of the open letter

From noble to narky, the fall of the open letter

The great tradition of St Paul and Zola reached its nadir with a hungry worker's rant to Russell Brand, says DJ Taylor
A Christmas ghost story by Alison Moore: A prodigal daughter has a breakthrough

A Christmas ghost story by Alison Moore

The story was published earlier this month in 'Poor Souls' Light: Seven Curious Tales'
Marian Keyes: The author on her pre-approved Christmas, true love's parking implications and living in the moment

Marian Keyes

The author on her pre-approved Christmas, true love's parking implications and living in the moment
Bill Granger recipes: Our chef creates an Italian-inspired fish feast for Christmas Eve

Bill Granger's Christmas Eve fish feast

Bill's Italian friends introduced him to the Roman Catholic custom of a lavish fish supper on Christmas Eve. Here, he gives the tradition his own spin…
Liverpool vs Arsenal: Brendan Rodgers is fighting for his reputation

Rodgers fights for his reputation

Liverpool manager tries to stay on his feet despite waves of criticism
Amir Khan: 'The Taliban can threaten me but I must speak out... innocent kids, killed over nothing. It’s sick in the mind'

Amir Khan attacks the Taliban

'They can threaten me but I must speak out... innocent kids, killed over nothing. It’s sick in the mind'
Michael Calvin: Sepp Blatter is my man of the year in sport. Bring on 2015, quick

Michael Calvin's Last Word

Sepp Blatter is my man of the year in sport. Bring on 2015, quick