My how times have changed. After making a huge pr mistake this past year Abercrombie is trying to regain some of the customers they lost after saying: “In every school there are the cool and popular kids, and then there are the not-so-cool kids,” said CEO Mike Jeffries in 2006. “Candidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don’t belong [in our clothes], and they can’t belong. Are we exclusionary? Absolutely.”
This is no surprise after the company has lost 30% of their value this year, as young shoppers turn to more trend-driven brands, Reuters reports. I wonder if after alienating so many customers, will they be able to get the buy in from Plus Size consumers?
Other than the Plus Size line they are also going to be starting a shoe line. Here are some more articles on the subject: