https:\/\/www.youtube.com\/watch?v=2TJU1r2mazU<\/p>\n
Fun aside, Abercrombie and Fitch is a retailer who is greatly involved in the unethical marketing technique called select marketing, in which it decides who should and should not wear their brand. A&F markets and sells their clothing to people who they believe are “conventionally beautiful,” which basically translates into “we only sell clothing that thin people can wear because we believe that they are more beautiful than larger people.” \u00a0If you look at A&F’s\u00a0size chart<\/a>\u00a0on their website, women\u2019s sizes XL and XXL do not exist; and the largest size for tops is a 10, while their bottoms range from a size 10 – 12. \u00a0This is just blatant market exclusion, which leads me into my next point: how A&F’s unethical marketing exclusion is actually a detriment to their current and future sales.<\/p>\n In the previous year, plus-size clothing was worth\u00a0$17 billion in sales<\/a>\u00a0– sales that Abercrombie and Fitch were not receiving due to their exclusiveness. \u00a0Who were those retailers receiving those sales? \u00a0Two of their biggest competitors – H&M and American Eagle. Both of these retailers have followed the demographics of the clothing market and have realized that the trend of the average dress size has increased from a\u00a0size 8 to a size 14<\/a>. \u00a0As a result, H&M introduced a\u00a0plus-sized line<\/a>\u00a0for women, while American Eagle now provides sizes up to XXL for both\u00a0men<\/a>\u00a0AND \u00a0women<\/a>. However, it’s not just the clothing market which has started to try to break this trend of market exclusivity; Dove started their\u00a0“Campaign for Real Beauty”<\/a>\u00a0to widen society’s definition of what is beautiful.<\/p>\n https:\/\/www.youtube.com\/watch?v=XpaOjMXyJGk<\/p>\n With the current trend of the average clothing size increasing, I believe that Abercrombie and Fitch are inhibiting their own sales by selling their merchandise to an exclusive market which is shrinking. \u00a0The market is constantly changing, and if retailers such as A&F do not adapt, then they will not be able to reap the additional sales and lose out on potential profit.<\/p>\n","protected":false},"excerpt":{"rendered":" https:\/\/www.youtube.com\/watch?v=2TJU1r2mazU Fun aside, Abercrombie and Fitch is a retailer who is greatly involved in the unethical marketing technique called select marketing, in which it decides who should and should not wear their brand. A&F markets and sells their clothing to … Continue reading