Abercrombie & Fitch’s main target market has always been college students. Their more politically correct version of the brand image they’re trying to sell is basically ‘cool and casual’. However, often individuals have found themselves unable to fit into the clothes they provide.

 I have got absolutely nothing against A&F’s marketing strategy. If their company chooses not to cater to customers of bigger sizes then that’s their choice. A company should have the right to create their own brand image. If being exclusive to those ‘ in shape’ or ‘toned’, so to speak, are the segmenst they want to target then fine. Furthermore it’s their loss as they are limiting their potential customer base. Plus it’s not the only clothes brand in the market, so people shouldn’t get fixated on A&F.

However I strongly disagree with Mike Jeffries comments in 2006 due to the insensitive nature of them. However it will only harm A&F in terms of their image, which is being reflected in the diminishing amount of sales, bad publicity and declining stock price. So those who felt hurt by his statements should feel a moral victory as it’s him who is suffering for showing a lack of consideration.

http://www.usatoday.com/story/news/nation/2013/11/11/abercrombie-fitch-students/3499721/