Abercrombie to expand its exclusive wardrobe
After a dip in sales, Abercrombie & Fitch is set to start selling plus-size clothes.
In first-quarter sales from this year, the American retailer's earnings fell 17 per cent, with company shares now down about 30 per cent. So what does this mean for the famously exclusive brand? Well, women's tops will now be available in more sizes (beyond A&F's standard large size cut-off), and there are plans to introduce a footwear line.
In the past, Abercrombie hasn't minced its words concerning its stance on appealing to the "cool kids". In 2006 CEO Mike Jeffries gave a particularly controversial interview in which he articulated the brand's stance:
"In every school there are the cool and popular kids, and then there are the not-so-cool kids… Candidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends." But wait, there's more…
"A lot of people don't belong (in our clothes), and they can't belong. Are we exclusionary? Absolutely," Jeffries concluded.
So it seems sometimes - when brands inflate retail prices to heighten demand, for instance - the popular kids come running, and other times they flee in the opposite direction.
Tell us what you think @Glamourmaguk. Has Abercrombie's outspokenness distanced shoppers for good?
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