I am the mom of two daughters. Claire is 12 years old, and Alicen is 15. They are both active, healthy, fun-loving and kind. They have great friends. Among other things like volleyball and playing guitar, Alicen enjoys shopping and I enjoy taking her. After reading an online article about the CEO of Abercrombie & Fitch, Mike Jefferies’s ideas about shaping his brand, we will never be shopping there again. Please, read for yourself: http://elitedaily.com/news/world/abercrombie-fitch-ceo-explains-why-he-hates-fat-chicks/. A few highlights include that he “doesn’t want his core customers to see people who aren’t as hot as them wearing his clothing” and, “fat chicks will just never be a part of the ‘in’ crowd.” To ensure they stay out of his store, A & F only offers women’s clothes through size 10.
If Jefferies were 14 years old, he would be a bully. But he is not a 14 year old student, he is a 69 year old CEO of a clothing store that markets to preteen through college students. He is a powerful man that supports social bullying and exclusion between our students through a horrible corporate culture. His business tactics tell our daughters that they are less valuable if they wear a size 12. This makes him an ass.
While my girls are typically more concerned about what looks good and feels comfortable for clothing, this was enough to push them over the edge as well. They agree, there are too many other places to get them great clothes than to spend another dollar with a company that allows and encourages these ugly ideas.