Abercrombie & Fitch Gets a Brand Readjustment

Last week Business Insider ran an article about Abercrombie & Fitch which mentioned the fact that the "teen retailer doesn't stock XL or XXL sizes in women's clothing because they don't want overweight women wearing their brand." To prove this they quoted the CEO Mike Jeffries saying...

"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."

That quote comes from a

Salon article published in 2006

. So it's pretty old. And the whole BI article doesn't contain anything new. But the 7 year old quote alone seems to spark a lot more controversy now than back then.

Just check Google News

for the reactions from mainstream media.

And now in the age of social media the reaction doesn't only come from traditional media outlets, but also from consumers - some are even trying to give A&F a "Brand Readjustment", with a little help from Youtube:

They ask people to donate A&F clothes to homeless people and tweet about it under the hashtag 

#FitchTheHomeless

. If it works it turns A&F into 

The World's Number One Brand of Homeless Apparel !

Nice... ;-)