In response to Rohanne Taylor‘s blog post
After I heard about this disappointing statement by Abercrombie and Fitch’s CEO, I was astonished. I would like to add more to your post about this disrespectful and inconsiderate comment.
A&F should recognize that plus-sized is no longer a niche market; 67% of the customers fit under this category, and the number in still increasing. 
For too long, this sizable and growing segment has been ignored,” writes Margaret Bogenrief at ACM Partners. “Treated Shabbily, ostracized by the “pro skinny fashion world”. and seemingly discarded by designers, department stores, and retailers alike, plus-size fashion consumers, critics, and bloggers are taking back their spending and sartorial power and, in turn, changing both the e-commerce and retailing landscapes.”
Ignoring this could be very costly for businesses; more brands are featuring curvy, “real-sized,” models. Other companies such as Dove and H&M recognized this fact and have started campaigns that highlight women who aren’t as thin as traditional models.
“Abercrombie is only interested in people with washboard stomachs who look like they’re about to jump on a surfboard,” Lewis said.
The trend of today is to promote women’s self-esteem by emphasizing their inner and outer beauty.
Abercrombie needs to:
- Listen to its target customers.
- Act more on its target customers’ preferences than those of the CEO.
- Act on its promise to diversify more in its employee hiring and its advertising and catalog models.
- Revisit the brand attributes that it wants to put forth and ensure they are positive ones.
Information Retrieved from
http://elitedaily.com/news/world/abercrombie-fitch-ceo-explains-why-he-hates-fat-chicks/