Abercrombie & Fitch CEO Mike Jeffries is under fire about his comments on excluding people who don't fit with the brand. For those of you who missed them, made back in 2006, his comments were: "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."
The brand now reinforces this through its sizing policy, with a maximum of women's size 10, and men's 34. This latest development hasn't made Jeffries any friends, but is this really a "Big, Fat, Marketing mistake", or brand management in action?
