How Abercrombie went from being cool to creepy

finance.yahoo.com Published: November 8, 2013
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Abercrombie & Fitch was once the quintessential trendy teen brand. The chain bucked conventional wisdom by willfully rejecting the masses in favor of exclusivity. In a world of retail window displays designed to lure people in, Abercrombie told customers they weren't welcome unless they fit a certain mold. Like a hot club it blocked off the windows, turned the lights down low, and put up velvet ropes outside, according to Yahoo News.



The site reports this attitude was no accident. "We go after cool kids," CEO Mike Jeffries told Salon.com in a 2006 interview. "A lot of people don't belong and they can't belong. Are we exclusionary? Absolutely." One part of being cool in Jeffries mind was being thin. Abercrombie & Fitch didn't carry sizes above 'large' or pants bigger than size 10 for women.

Unfortunately for Jeffries and Abercrombie, 2006 is a lifetime ago to the company's core customer base of teenagers. The back to school season was such a disaster for the retailer that it's been forced to consider the once unthinkable by offering larger sizes for women in a test run next Spring, Yahoo News reports.

H/T: Yahoo!
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