In a bid to attract new customers following dips in sales, Abercrombie & Fitch will start selling clothing in plus sizes for the first time.
The announcement marks a significant departure from the company’s “no plus size” policy, which fails to cater for customers above a size L, or the equivalent of a US size 10 (UK 14).
In recent times Abercrombie has continued to lose out against rival American Eagle Outfitters and fast fashion retailers Forever 21 and H&M.
A&F CEO Mike Jefferies made headlines after a controversial interview where he defended the label’s sizing policy, insisting that “only cool kids” have the right look to shop at Abercrombie.
"In every school there are the cool and popular kids, and then there are the not-so-cool kids," said CEO Mike Jeffries in 2006.
"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."
Jeffries continued: "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."
Read my previous post about Abercrombie & Fitch here.
Lots of love, Anna x