In response to Nancy Lu’s post about Abercrombie’s exclusive marketing, I completely agree with her view on Abercrombie’s disrespectful marketing strategy. As a customer of Abercrombie myself, I enjoy shopping at its stores, however Jeffries’ tactic to limit Abercrombie’s customer segment by removing all XL and XXL is insulting to women and redefines what the company’s view of “beautiful” is. I believe this is highly rude to plus-sized women who are hopeful customers of Abercrombie & Fitch. However, this method of marketing does create some type of exclusiveness to those who are able to fit into Abercrombie’s clothes. I think Jeffries’ strategy to sustain a “cool” brand name is attainable, as customers today are all about “fitting in” and becoming a part of a trend. Abercrombie’s main target audience being teenagers, its strategy to create a brand name where only the good-looking and popular kids can wear is brilliant.

This unique method has definitely gained attention from people all around the world, however, I hope that Abercrombie could re-evaluate its marketing strategies and not risk its potential customers.

Sources:

Nancy Lu’s Blog Post: https://blogs.ubc.ca/nancylu/2014/10/05/abercrombies-exclusive-marketing/

http://www.independent.co.uk/news/uk/home-news/not-available-in-xl-abercrombie–fitch-ceo-mike-jeffries-accused-of-only-wanting-thin-and-beautiful-people-8608022.html