Preppy American retailer Abercrombie & Fitch will introduce larger sizes in a bid to boost their ailing sales figures
The brand has often been criticised for excluding larger women with their sizing and CEO Mike Jeffries has been surprisingly candid about the company’s ‘thin and beautiful’ policy – which applies to both customers and staff.
“In every school there are the cool and popular kids, and then there are the not-so-cool kids,” he told the Salon.com 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.”
On Wednesday the company reported a seventh quarterly fall in sales, that – combined with 30 per cent drop I share price this year – has led to the brand’s decision become more inclusive.
The move means that from next spring they will offer more women’s tops, larger sizes, a wider range of colours and begin selling shoes in a bid to win back customers that have turned to “trendier” labels such as H&M, reports Reuters.
Currently the brand sells up to a size ‘large’ in women’s styles, which equates to a UK 14.