Drawing from Jason’s post regarding Abercrombie’s lawsuit publicity, I agree that essentially it is possible to create a successful brand without being exclusionary by various other strategies.

A&F’s Controversial Values

I was initially appalled by the fact that many businesses nowadays oppress customers indirectly through distinguishing people based on their sizes. Last year, A&F was constantly on the public spotlight because they refused to make clothes for large women. CEO Mike Jeffries said, “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.”

Being exclusionary can add value to a brand, as some people make conspicuous consumption and therefore are willing to pay more for products that provide them status symbol. Although it is debatable whether exclusionary based on body sizes is socially immoral or not, businesses have their own freedom to include what their company values are. And clearly, sex appeal is the main value of A&F.

Mass Vs Exclusive Market 

However, exclusivity may not last as long as what people expected. Many teens, including myself, are passing over the logo-centric clothes for cheaper and faster fashion chains such as Zara, H&M and Forever 21. These stores may not offer exclusive products, but they are taking away the customers of the “3A’s” fashion stores (Abercrombie, American Eagle, Aeropostale).