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Barbara Farfan

CEO Mike Jeffries Overvalues His Own Brand and Loses His Cool After Teen Shoppers and Investors Don’t Aspire To Abercrombie Any More (ANF)

By September 7, 2009

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Related: Controversial Quotes from CEO Mike Jeffries >>

Mike Jeffries is either one of the most brilliant retail leaders of our time or one of the most deluded. It depends on who you talk to - Jeffries, or anybody else. In August, for the 17th month in a row, Abercrombie & Fitch (ANF) posted a monthly same store sales loss. For the 14th month in a row that loss was in the double digits. For the (estimated) 6,739th time Jeffries has defended the value of the Abercrombie brand by reminding us all that it is "aspirational."

When announcing recently that the company will finally budge off its no-discounts stance, it seemed clear that Jeffries was not making the move willingly or wholeheartedly. After finally admitting that cost cuts were necessary to drive traffic back into the stores, Jeffries had to add, "The driving force behind our [higher] pricing has been fashion, quality and the aspirational nature of customers."

We get it. You think you've been protecting the enormous value of your superior aspirational brand.

Instead of tellng us that over and over again, I wish Jeffries would answer one question. Where exactly is the value of the Abercrombie & Fitch brand hiding?

Related: Why Mike Jeffries Values the Abercrombie Brand More Than the Abercrombie Customer >>

Should we look for the value of the Abercrombie brand in its sales figures? The company's August, 2009 net sales were $313.9 million. That figure lands somewhere between its August, 2005 net sales of $287.4 million and its August, 2006 sales of $351.3 million. But it took the company nearly 250 more stores this year just to generate those greatly digressed sales numbers. If the value of the brand is reflected in its sales, then Abercrombie is giving new meaning to the "rollback" brand identity.

Should we look for the value of the Abercrombie brand in its stock? The company's stock prices this year have been some of the lowest of the decade, most closely mirroring the value that stockholders thought the company had back in 2000. If the value of the Abercrombie brand is in its shares, then it may need to go back to the 20th century to reclaim it.

Should we look for the value of the Abercrombie brand in its reputation? The company has been boycotted by Focus on the Family, Concerned Women for America, Women and Girls Foundation, National Coalition for the Protection of Children & Families, Asian-Americans, high school students, college students, parents, and more internet groups than could be listed in one blog.

Abercrombie & Fitch has also been sued for racial discrimination, harassment, and reportedly running sweat shops. It has angered and offended African-Americans, Latinos, Asians, Muslims, Christians, gymnasts, people with disabilities, West Virginians, an Ohio children's hospital, and even its own shareholders.

The brand is closely associated with sexual exploitation, racial discrimination, offensive t-shirts, shirtless store greeters, soft-porn catalogues, high prices, and low value. It is sometimes referred to as Abercostly & Fitch, and Abercrombie & Glitch.

The Abercrombie & Fitch brand most definitely has a reputation. It's generally not considered to be a positive reputation, but surprisingly, there may be brand value in its aggressively antagonistic image. Its callous condescending cool may actually match the values of its core customers. Bullies from the upper social strata who enjoy domination by intimidation come to mind. Even "mean girls" (and guys) have to wear clothes. And they're certainly not going to buy them from Target.

Most experts agree that the value of a brand is intangible, measured primarily in how it makes customers feel when they associate themselves with it. If this is true, then we can be fairly certain where the value of the Abercrombie & Fitch brand can definitely be found - in the mind of Mike Jeffries.

The 65 year-old bronzed, buff, and bleached CEO has never made it a secret that he wants to cater exclusively to the cool clique in every high school. Jeffries, then, because of his rank in the organization, gets to be the King of Cool.

So, when Jeffries stubbornly stuck to his we're-too-cool-for-discounts policy, was he staunchly protecting the status of the Abercrombie brand, or his own? Is it really that Jeffries is so afraid that people won't be excited about the brand any more, or that people won't be excited about him?

Jeffries might have been too busy counting his $72 million CEO compensation package last year to notice that nobody's particularly excited about either him or his brand these days. Americans aren't doing all that much aspiring, sex doesn't always sell, and conspicuous consumption isn't cool right now. In case you hadn't noticed.

So after spending a critical year stubbornly trying to prove that his brand was so superior to the rest of the U.S. retail industry that it wouldn't be subject to anything as mundane as global recession, Jeffries has become one of the plebian discounters. Welcome to the lame table in the cafeteria.

Abercrombie can return to protecting the fabricated value of its aspirational brand at any time it chooses, as long as it is willing to accept 2000 stock prices, 2005 sales figures, and 30% fewer subjects in their kingdom of exclusivity. Apparently that's the going price for cool these days.

Much like the teen customers who were abandoned in the past year, though, Jeffries may find that even though he's willing to pay the price that will keep him feeling superior, he can't actually afford it any more.

Jeffries said in an interview in 2006, "Are we exclusionary? Absolutely. Those companies that are in trouble are trying to target everybody: Young, old, fat, skinny. But then you become totally vanilla. You don't alienate anybody, but you don't excite anybody either."

It's easy to be cocky when you're coming off a good year. But now that Abercrombie is one of "those companies that are in trouble," there's one more question that I wish Mike Jeffries would answer.

How do you like the taste of vanilla?

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Comments

December 9, 2009 at 12:06 am
(1) David says:

Barbara, You are spot on! Great writing.

April 5, 2010 at 9:59 pm
(2) Chris Christensen says:

Barbara,
If Mike Jeffries is really worried about keeping his brand image of being worth the rediculously high prices, then maybe he should be focusing on those stores that are located in the regions where unemployment rates aren’t sky high and where people can actually afford to blow money on brand names. I don’t see how opening 250 new locations helps when what they should be doing is closing unprofitable locations and aiming more towards online buyers through more successful companies (Amazon.com) and keeping high sales locations open.

July 24, 2010 at 11:48 pm
(3) Mary Preusser says:

Today my daughter and I had the unfortunate experience of being snubbed and treated like a worn out shoe–it was demanded that I egress her dressing room, despite sitting cross legged on the floor only to determine what pant size she wore in order to purchase many more. Arriving at 7:30pm CTS at the Schaumburg, IL store, I dressed in Lucky Brand embroidered jeans with a silk blouse and Prada sandals and my daughter dressed head to toe in A&F clothes, notwithstanding her latest UGGs. The 6 foot Asian young woman was repeatedly banged on the dressing room door with her fist until I retreated to the front of the store, weighing my options. I proclaimed my little one should get a good look around, because after shopping for all her friend’s birthdays, Christmas for many, and general gifts for all occassions, the uncultured, course employee was the last straw. Just hearing the clatter of the dressing room doors slam as she hurried shoppers into these tiny closets still makes me wonder if she was not having a bad day and should have excused herself earlier. I made a tiny purchase, which will be my last. Many stores now carry sizes 00, 0, and 2, and reading about the the law suit, and being confronted with a store of Asian women makes me wonder which movie experience Mr. Jeffries thinks I want to buy into. Frankly, I would not see his movie for free. Our future plans are to leave the box office reciting our money was well spent and how much we are looking forward to our next experience there.

August 31, 2010 at 2:09 am
(4) ben says:

ive worked as a sales associate for abercrombie and fitch for about two years and i have to say this is brilliant. jeffries is a pig. “you dont alienate anybody”!? are you freakin kidding me!? what is this high school? and i see him alienate people everytime i work, it kills me to see some of the young girls come in who dont fit into the largest size which to be honest is rather small. its sickening that jeffries sits on his throne and is happy to say “exclusionary” when some young girl is upset because shes a little to big to wear hollister or abercrombie. and ive heard from here and other sites too that jeffries is one of the highest paid ceo’s in america, funny because ive worked at my hollister for two years and have never been given a raise and probably never will be given one. “were to cool for discounts”? thats just plain silly im a 19 yr old guy and even i know you need promotions and such to bring in business. i hope this poor excuse for a boss likes the taste of vanilla

September 4, 2010 at 6:51 pm
(5) Charlotte says:

It’s as simple as this: you don’t like it, don’t shop there, don’t go in there, don’t work there. Easy. Problem solved. Really, stop whining. And it’s obvious that ANF is immensely popular and will continue to be that way regardless of how many people bitch about the brand. Articles and blogs are useless, the multi-BILLION dollar company will not fold because of some whiny people. It’s the brand that it is for a reason, and that’s the way it will always be.

October 14, 2010 at 11:05 pm
(6) kay says:

Right on charlotte!!!! People need to get over there whiny disgruntled selfs! Eww go shop at kmart or something.

November 15, 2010 at 3:15 pm
(7) Michael says:

I shop at Abercrombie about every other week and the sales staff is idiotic and retarded and rude, BUT that doesn’t stop me from buying what i like. Mike Jeffries could be killing puppies and raping his daughter but as long as he keeps those cool clothes coming, im straight! Jeffries you are the king of cool, no matter what they say.

April 6, 2011 at 11:05 am
(8) Blair says:

The problem with ppl like you and others here with your view,is that you have no morals or a concience. It’s what this company promotes that is the problem! Selling sex to minors, take their2003 Christmas field guide for instance. They want 8 yr. olds to walk around dressed like their 27 so they can be a target for rape! Let’s not forget the word our Lord Jesus Christ….1 corinthians 6:9 Do you not know that the unrighteous will not inherit the kingdom of God? Do not be decieved. Neither fornicators nor adulterers, nor homosexuals, nor sodomites, nor thieve, nor covetous, nor drunkards, nor revilers, nor extortioners will inherit the kingdom of God. 1 Cor 6:19 Or do you not know that your body is the temple of the Holy Spirit who is in you, whom you have from God, and you are not your own. GOD BLESS

October 18, 2011 at 11:10 pm
(9) ellie says:

This is alienation at its best. Self righteous people who think they know and understand God. It disgusts me.

Abercrombie won’t change, and while this might concern a lot of people, there are.. How to put it? Larger fish to fry than a retail company. If people are idiotic enough to buy into their ‘brand’ then so be it. But clothing wise, when you get down to it, they sell some soft, not all that expensive shirts. I like their clothes.

December 10, 2010 at 12:39 am
(10) Abercrombie says:

TIME just selected Abercrombie & Fitch as the “world’s worst recession brand,” reporting that Abercrombie has suffered double-digit same-store-sales declines for the past 10 months.

December 13, 2010 at 3:20 am
(11) abercrombie polos says:

There’s nothing special about Abercrombie clothes. All they do is charge a lot more for them. Don’t buy close from them, they don’t deserve business.

December 14, 2010 at 5:22 am
(12) dumb guy above says:

above^^ how do u spell clothes correct and then wrong (close) in the next sentence… yea, u should shop at aeropostale! lmao

December 23, 2010 at 4:21 am
(13) abercrombiseller shirts says:

abercrombie and fitch for about two years and i have to say this is brilliant. jeffries is a pig. “you dont alienate anybody”!? are you freakin kidding me!?

December 28, 2010 at 6:26 am
(14) abercrombie coats says:

medium def. im 13, 5’6” and 100 lbs and ive had to move one to a&f not because my height but just beacuse generally everything was too tight.

January 20, 2011 at 12:20 am
(15) Jessica says:

I’ve noticed that most of the people that are leaving negative comments about Abercrombie & Fitch can’t even write a coherent paragraph.

I work at abercrombie kids and for the guy who posted that he never got a raise: did you ever think you just weren’t a good worker? Each year they’re allowed to give a few people raises and the store manager gets to choose. For my smaller store, 2 raises were allowed and given to the two girls who worked the hardest, the most for over a year, and folded the best. Seems pretty fair to me.

I understand that people who can’t fit into the clothes are angry at the brand. For me, abercrombie is the only store I can fit in. I’m very slim and currently can’t fit into the 00 at the adult store just yet, but the kids store’s jeans have been fitting me perfectly for years. The clothes are made for slimmer people, just like how there are plus size stores. It only makes sense that the store would want to hire people who can represent the brand and actually wear the clothes, just like any other clothing store.

I think that the alienating of people depends on the district and regional managers. There are some unattractive people working at my store regularly because they are hard workers. Although, they probably won’t get to go to casting calls and be included in the store pictures; they still get to work all the same.

The reason abercrombie wants attractive people working there is because you must work there to be one of the models. Each store acts sort of like an agency. They don’t prefer attractive people only, but they do make an effort to get them into the store and give them hours so that the district manager and regional manager can see them and decide whether they’re casting call material.

February 20, 2011 at 4:57 pm
(16) Donna says:

(To Michael above) Really? I don’t know what else to say? Don’t you value anything deeper in life? I for one will not let my daughter wear clothing that is put out by a company that shows so little value for it’s customers and society. I don’t care if the clothing is spun with golden thread! Our values and what we stand for are what make us who we are – not what we wear. What a sad comment.

March 3, 2011 at 2:31 pm
(17) Chuck says:

I know many people who work in retail (above the store level) and one who reported directly to Mike Jeffries for over 10 years. Yup, he’s a megalomaniac and probably pretty wierd to boot (I mean really, this guy’s a grampa with delusions of being a pretty college boy). BUT he helped take the company from a faded, failed camping store to an international brand, and he did it in a space of under 10 years. So give him credit for that, at least.

As for people who disagree with the company’s philosophy/hiring practices/catalogue pictures/whatever…just don’t work there or shop there. The fact that an idiotic, backward organization like Focus on the Family urges boycotting anything makes me want to buy that product for that reason only.

So lighten up, already. It’s just a mall store fercrissakes.

April 3, 2011 at 2:13 pm
(18) Kay says:

To the “cool” kids who think Abercrombie & Fitch produce and sell “the right” clothes. Please re-read the title of the article: “CEO Mike Jeffries Overvalues His Own Brand and Loses His Cool After Teen Shoppers and Investors Don’t Aspire To Abercrombie Any More” … EVEN Mike Jeffries (Mr. King of Cool) has recognized his Brand needs an overhaul. So, defending the culture seems a bit ignorant.

NEWSFLASH: egotistical, snobby, “mean” syndrome, and the like are no longer “cool”. The pompous demeanor and “too cool” attitude are dropping in popularity. Bullying has become a national hot topic and attitudes associated with that behavior are frowned upon.

The new cool is self-assured and confidence. It is comprised of knowing who you are and taking a stand for positive incremental improvements in your community. This includes standing up for the bullied as well as being a role model to younger kids by volunteering, treating others with respect, and becoming a “leader” with good morals and high standards.

**Side Note** You WILL find at your 20 year class reunion that the majority of the “cool” kids are retail managers, some sort of salesman, or unemployed. The not-so-cool kids are business owners, entrepreneurs, investors, developer, designers, etc.

Abercrombie & Fitch had its day. Unless the Brand changes its core it will not succeed in the coming years. It is not a classic or highly desired “name” by the largest demographic with the most disposable cash. It is a “fad” brand. It is also very cheap clothing sold at astronomical prices.

There is no value in the clothing other than the name of it. So, Jeffries has proven he is a fantastic marketing professional and a superb promoter. He sold cheap clothes to high school kids to be cool. That era is over. Even he realizes it … again … hence the name of the article.

May 29, 2011 at 5:35 am
(19) Jason says:

Wow, gymnast were offended by A&F? Hahaha losers.. And religious groups.. Who cares about what they think?! These are people that believe in words that were written 2000 years ago by many different men over the course of hundreds of years… So why would anyone with a rational thinking head listen to them?? I do agree with a lot of things in your article.. But think it’s bogus that you criticize Jeffries on targeting a certain demographic.. I’m with Jeffries on that one, the fact that they have stayed true to their pricing and target certain customers lifts their brand up above the others.. I think it tacky how everyone else just begs for people to shop in their stores.. I do however feel Jeffries should bring more styles into the store, keeping the same look and feel of A&F, they just need to produce more than their same polos, girls tote bags, etc. It gets boring.. I don’t see why Jeffries doesn’t see this.. Over all your article seemed like you strongly disliked Jeffries which suggested your may have not been one of those “cool” kids back in your day? Idk, just a thought.. Seemed a little bias because of that.. 

Oh and you fail to mention their success opening numbers of stores over seas..

June 28, 2011 at 3:38 pm
(20) Honesty says:

I guess I’ll never understand why uniform look should mean any coolness, it’s more annoying to me that people identify theirself just by a commercial brand. Poor mankind that’s only check’s for superficial character, usually inner awareness only starts at older ages if ever, for himself it seems not. I really enjoy being 90% non-branded or at least try to ask for quality and not simply for a brand. The majority of daily products like cell-phones, clothes, shoes, computers etc… has one very commoness “Made in China”, or anywhere where production are low as can be. So brands are mostly virtual quality or value especially when not being owned by the founder.

August 21, 2011 at 1:16 pm
(21) ohara says:

Love, love, love A and F. Of course it’s not for every body type. The clothes are cut to fit lean, athletic buiilds. Stop whining and don’t go there if you or your children aren’t built like that. My son looks FABULOLUS in their clothes!

September 7, 2011 at 3:41 pm
(22) Mae says:

Having worked at an Abercrombie (as a “model”) I gotta say, they cater to a form. They hire a form. And they are targeting a form. It was a great job, with pay raises, but those pay raises come at a price: that price is keeping your shape and promoting the image that they want you to promote. They want a sensory experience, and they’ve cultivated it. And it’s exclusionary and isolating as Jefferies wants it to be. In retrospect, it was a fun job to do in my teens, but now it seems a bit dirty to be paid based on looks in an occupation that wasn’t strictly “modeling” and to take part in isolating a cross section of consumers.

I think that the form is never going to go away, and they know this. They’re going to continue to profit off of it unless people stop buying into it.

November 29, 2011 at 8:21 pm
(23) Beau says:

My name is Beau and my life goal is to become
a model for A&F. I do not understand why anyone
Would become offended by a brand.
A&F is for the kids who are cool understand it
Because the rich kids are cool and poor kids
Are unpopular and can’t afford A&F. Also A&F is
A brand it’s a lifestyle it makes my MONTH to
Walk into that store and buy things. And all you
Hatred are probably reading this and thinking wow
This kid is stupid and shallow. Well I’m not I try I
Go out of my way to be nice to every one at my
School. Also I have a 3.2 gpa. My other plans for
Life are to become a playgirl after I’m done
Modeling for A&F and Hollister then become a
Business man in the oil business.
And another thing stop hatin on Jeffries I think that
He decided at a young age what he wanted in life
And that was money beauty and power and he got it
And now he has made a brand for kids born with
Money power and beauty.
Haters HOPP OFFF

February 3, 2012 at 3:27 pm
(24) Samantha says:

Beau,
What. The. Hell.

February 19, 2012 at 6:40 am
(25) Ticktock says:

Abercrombie is a sad little store in the mall. It will always be that way. It’s overpriced and it’s owner is a delusional, greedy man. There is nothing advantageous about this product, unless of course you’re 65 and still want to hit Cape Cod with 22 and 23 year old asexual yuppies.

“But it’s the only thing that fits!!!” Yeah right. People just love rationalizing rather than being rational.

Move along people, nothing to see here.

June 1, 2012 at 7:04 pm
(26) Aber says:

you’re all ignorant. except for beau he is spot on.

August 15, 2012 at 1:07 pm
(27) Jamie says:

I designed for A&F and was one of it’s first design team members. Back when it started we put a ton of work into the research and design and for a time were the leading edge of high school and collegiate style. I remember picking the highest quality threads, buttons, and fabrics. Color palettes were well thought out and original and things were great. Then as same store sales dropped, the quality and time put into the design and construction of the clothing did as well.

As a married Christian father of 2 at the time I was made fun of for my belief in God and that my wife wanted to stay home to raise our children. When the very first catalog came out and I was asked my opinion. I said that I would not be proud to tell my kids that I worked for a company that promoted the images and ideas in a catalog like that. I was fired shortly afterwards and glad to be rid and away from people who only think about themselves and how they look. Mike Jefferies took a great brand and destroyed it.

Being cool is a state of mind and anyone who thinks that cloths make them cool has a long road of disappointment and depression ahead of them. I witnessed it first hand working at A&F for 6 years and it was sad.

The most disappointing thing about A&F and Hollister for me is that they are no longer a design driven company. Every time I check out the stores or look online, I can’t tell any real difference from what I did back in the 90′s. Kaki shorts, plaid shirts, Polo’s and jackets on Hollister and A&F are almost identical. The only difference being the name and logo.

A&F is a has-been and it shows in the repetitive design, copy cat design, and duplication across brands. If you don’t want to hate because of the Jefferies inspired narcissistic disorder, then hate because they have lost the ability or the funds to produce and mainstream trend setting design. They are boring

September 2, 2012 at 11:45 am
(28) Terry Sawyer says:

WOW juѕt what I was searсhing foг. Came hеre by
searchіng for consulting

October 5, 2012 at 12:11 pm
(29) Dean says:

WOW just what I was searching for. Came here by searching for mike jeffries

March 21, 2013 at 9:16 am
(30) Adam says:

You do realize your talking about clothes maybe and try to get a life wear wht you want spend what you want, it’s your life you decide how to live it

I like a&f clothes there different from other store Kmart jeans do compare to nice fit and comfortable jeans a&f sell

March 21, 2013 at 9:19 am
(31) Adam says:

Sorry about the spelling ( Kmart jeans don’t Compare to a&f jeans is what I was saying

May 8, 2013 at 8:07 pm
(32) Dee says:

Beau,
I don’t think that people are as offended by the brand, as they are by the man doing the branding and his lack of depth. You speak of a man that has money, power and beauty. I’m certain you can’t be speaking of Michael Jeffries’ own appearance – the man that preaches about hiring the cool, the attractive, yet is not attractive at all. He’s been under the knife and Botoxed out and is still unattractive. Maybe he’s living vicariously through his beautiful employees/ clientele, while trying to achieve that level of attractiveness.

For him to say half of the words that leave his mouth is incredible. No matter how attractive one may be on the outside, they can still be ugly on the inside which takes away from one’s outward appearance. Popularity is not based on how much money one has. I find ridiculous that you believe rich kids are cool & poor kids are unpopular since they can’t afford A&F! Cool is an attitude and what’s cool to you, may not be cool to another. I’d like to think that it’s built on the content of your character, rather than your status in life. If you’re a rich “kid”, the money is more than likely not yours, but money your parents have earned. Going out of your way to be nice to everyone at your school does not make you more intelligent or deep. You shouldn’t have to go out of your way to do that, it should come natural.

It is great to aspire to realize your dreams, whether it’s an A&F, Hollister model or a playgirl. Assuming you meant a Playgirl model and not an actual playgirl. At least you aim high! But the reality is, in today’s world, you might want to aim a little higher than a 3.2 if you want to be a businessman in the oil business. I hope you achieve your goals, I really do, but quite frankly the two are at the opposite ends of the spectrum and it might be hard for all of your business colleagues to take you seriously knowing you were sprawled out naked in the centerfold of a magazine, which would not be so cool!

May 10, 2013 at 2:52 am
(33) Tamara says:

I hope these comments are not a true reflection of our society, because we are literally screwed if this is what people think is right and acceptable.
I read other articles that had other comments made by this egotistical, mean, cruel, waste of flesh, meat bag and I am truly appalled.
I shared this article with my 12 year old daughter and the first thing out of her mouth was, he is not a nice man, she brought out her clothes and told me to give her A&F clothes to Goodwill, called her friends, they jumped on the bandwagon straight away. I have to say I am so proud that these young girls who have shown more character and moral strength then many of those who have commented here. My daughter and her friends decided they did not want to be associated with this company and I have to agree. The man stated he only wanted cool and attractive people wearing his clothes, only wanted the attractive people shopping in his stores, not the losers. WTF, I may be 38, but when has been okay to call young kids
losers? And why are we letting him dictate who is cool and what is attractive. I agree they have the right to dictate what sizes and styles they want to sell. But I would hope people would stand up and say there has been a line that has been crossed and it is not okay. Are we so shallow as to say yeah it’s wrong what he said, but I will still wear his clothes. Wake up people he’s teaching people it’s ok to be a bully, it’s ok to discriminate. Hitler had an ideal of what beauty was too. This is a person not worth supporting and we should stand up and tell this company to apologize and get a new CEO, or we are done buying from your stores. Send them a strong message, stores make money by catering to its clientele. Let them see that as a society we want to promote healthy attitudes and what you choose to clothe your self with does not express your strength of character or beauty.

May 15, 2013 at 3:20 am
(34) Randy says:

Not at all saying he isn’t a scumbag, but quite honestly, or “candidly,” I should say, this isn’t the only incident. A lot of the fashion market shamelessly alienates and degrades the “out” crowd. The only difference is that this guy is at least honest about it.

May 16, 2013 at 7:58 am
(35) Bret Calhoun says:

Hello there! This is my first visit to your blog! We are a team of volunteers and starting a new initiative in the same niche. Your blog provided us useful information to work on. You have done a outstanding job!

May 17, 2013 at 4:27 am
(36) Ivana says:

I’m very surprised by the things many of you have written, because I’m 6 ft tall, 70 kg, and AnF fits me just fine. In fact I wore some t-shirts when I was pregnant (not during the whole pregnancy of course). Exactly how big are you people???

May 28, 2013 at 5:06 pm
(37) Trai says:

Personally, I think you need a wide variety of stores to cater to different needs so I have no beef with their sizing. I think what’s disturbing to me and possibly to others is the messaging.

If you review the history of this store and their practices and management style it’s clear that something is off. They’ve managed to offend a lot of people and say a lot of the things that we, as a society say are wrong (ie racism, sexism) and this company is touting them as fun for the “cool” kids.

Think about of some of the most exclusive, expensive and luxurious brands, such as Hermes, and compare how they conduct their business to A &F (which amounts basically to a t-shirt shop) and you don’t see this type of conduct.

Being expensive and mean isn’t exclusive; it’s just expensive and mean.

If you need to scream to the world how cool you are and how much better than everone else you are, then you’re just trying too hard.

May 29, 2013 at 1:03 am
(38) retailindustry says:

Really well said, Trai!

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