Recently in the news there has been a lot of controversy regarding the practices of clothing retailer Abercrombie and Fitch, specifically that the brand does not carry sizes XL or XXL for women. In addition, the CEO has gone of record stating “that the brand is absolutely exclusionary and only markets its self to the cool kids”.
Now I apologize that I am going to go on a bit of a rant here, but I do feel like all the media attention around this is a tad silly. Now don’t get me wrong, I absolutely do not agree with the statements that the CEO has made publicly. Firstly, I don’t think that he needed to go as far as actually giving an interview, that being said the article was published in 2006, why is this only becoming a media firestorm now?
In addition, a clothing brand can choose what sizes it chooses to make and stick to those sizes. I haven’t seen brands such as Club Monaco be targeted for not make a shirt above a size L. Plus we don’t complain when high end brands market their apparel to their targeted consumers, i.e. thin people with money who can afford their goods. In the end, if these companies go under for being exclusionary than that’s how the market rolls.. let them. But don’t criticize for having a target market.
Its my opinion that there is a bit of a double standard here, but if anything its getting people talking about A&F, which could translate into more money for the company. In addition to all the media articles, like this one, videos about the brand have started popping up.
While theoretically, I am siding with A&F on this argument, this video did make me laugh.