As we all know, Abercrombie & Fitch is famous for its delicate clothing designs, its popularity, and of course – hot and sexy models! However, recently there have been reports showing that some A&F shoppers attempt to raise public awareness towards their discontent concerning the SIZES of A&F products!

More than 70,000 people have signed many petitions to urge A&F to offer XL and XXL sizes, the reason is that they feel as if being excluded from the societal trend where wearing A&F products is stylish!

“We recently conducted a global research study on what our consumers think, and the data may lead us to make further changes throughout the business,” a company spokesperson said in response to this issue.

Using the SWOT to analyse the harm that this issue has brought to A&F, there are indeed certain facets that the company has to face and consider. The gimmick of its branding and products is to show ‘skinny’ and ‘hot’ body shapes, but its weakness is that it loses MANY potential customers who are the plus-size shoppers. However, the problem with expanding the market is to raise expense (labour, resources) as well as the cost, which brings many other problems into consideration.

Link:

http://money.cnn.com/gallery/pf/2013/08/07/customer-protests/9.html