Abercrombie & Fitch is trying to redeem themselves by launching a plus-sized line. The brand has been under fire for their 'exclusionary' marketing that makes anyone who wears a size above their small-fitting large (equivalent to a size 10) feel unwanted. As a result, they've seen a major dip in sales.
"In every school there are the cool and popular kids, and then there are the not-so-cool kids," said A&F CEO Mike Jeffries back 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."
A&F will be offering a larger range of sizes in women's tops. They will also be introducing some new colours and a footwear line. There is no word yet on if the brand will be expanding their sizing options for men and women's pants as well. The new sizes are expected to hit stores by next spring.
It's estimated that the company has lost nearly a third of their value as even loyal customers have turned to other, more appealing brands. This move is quite obviously an attempt to rectify the major damage the company has done to its own brand, but I don't think they'll have teens flocking to their stores to try on the new sizes just yet. Since many of their loyal shoppers have already found replacements in stores like Forever21 (which does offer a large range of plus-size options for women), it might be awhile (if ever) before A&F finds itself at the popular table again.
