As we reported earlier this year CEO of Abercrombie & Fitch, Mike Jeffries, made a bold statement saying that A&F is only for “attractive individuals”. Now the controversial retailer that’s known for featuring scantily clad skin-ty models in its advertising, is making a big marketing shift. The company said — wait for it—- it will offer larger plus sizes for some of its women’s clothes online in 2014. Not in actual stores but ONLINE? Is this a win for #TeamCURVY? Close But No Cigar Mike.
No I’m not impressed with this move and this is not a real win for our CURVY ladies. The retailer deciding to include plus sizes online versus their physical store is a obviously a pacifier for consumers to help boost Abercrombie’s staggering sales. A&F’s stock is down more than 25% this year after it was reported that CEO Mike Jeffries claimed he only “wants thin and beautiful people” wearing A&F. Yes it does show the power of consumers’ voices to be able to change the clothing retailer’s marketing plan. But until you can walk into a actual Abercrombie & Fitch store and be respected then it’s really not a win. This online move to plus sizes says what good ole Mike has told us before. “…. doesn’t want larger people shopping in his store, he wants thin and beautiful people,” – Robin Lewis.
Digital Marketing Expert (15yrs+). Editor of CURVY Magazine. Award Winning Producer. Geek. Stylenista.