Abercrombie & Fitch Will Sell Larger Sizes After Plus-Size Controversy

11/06/2013 at 02:29 PM ET

Abercrombie & Fitch plus sizeHannes Magerstaedt/Getty

Abercrombie & Fitch (and its CEO Mike Jeffries) drew fire this summer when anti-plus size comments Jeffries made a few years ago were picked up in the press. But despite its “cool kids only” marketing strategy, the company has been suffering this year with major drops in its stock prices and in-store sales as teens abandoned the brand in droves.

And though Jeffries refused to back down from his marketing targeted “at a particular segment of customers,” Abercrombie & Fitch announced today at an analyst briefing that they would, in fact, be expanding their size range to include sizes larger than a 10 or an L, in an attempt to stem their financial bleeding.

RELATED PHOTOS: See Channing Tatum, Jennifer Lawrence and more stars as A&F models!

In a 2006 Salon interview, Jeffries defended the company’s policy of selling only certain sizes. “In every school there are the cool and popular kids, and then there are the not-so-cool kids,” he said. “Candidly, we go after the cool kids … A lot of people don’t belong [in our clothes], and they can’t belong. Are we exclusionary? Absolutely.”

Now, according to Reuters, the brand will not only be selling a wider range of sizes and fits, but they will also be trying to expand their accessories and shoe lines to get more people in the door. They’re also closing their standalone Gilly Hicks lingerie stores and making changes to the stores of their sister brand, Hollister.

What do you think of Abercrombie & Fitch’s turnaround on the matter? Will you shop there with the expanded size range?

–Alex Apatoff

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Showing 99 comments

guest on

Eew. Seriously hope this company goes out of business. From the way they exclude the “not-so-cool” kids to the way they sexually subject the “cool kids” in their catalogues. Hate every. single. thing about this company.

annoyed at annoyed on

Hey annoyed…… I can exercise until i’m blue in the face and I won’t get skinnier then a 14. I eat healthy and I exercise at a good amount. Why shouldn’t I be able to shop where you do? But go ahead and complain about being skinny. When it comes down to it, many prefer a bit of meat than hugging a bunch of bones

Phillippa Gordon on

Ah, once again, the non-cool kids of the world win! Shut ’em down!!!

rach on

Regardless of the fact that the CEO is obviously a real winner, A&F’s clothes are priced incredibly high and they’re made so cheaply it’s ridiculous. No, thank you, Mr. Jeffries. And I would fit in your clothes.

Pat on

Lane Bryant isn’t exclusionary per se, they exist because other stores are exclusionary. The reason AF is having trouble is because the people who do shop there took a stand. The ones who could never shop there, including me, a size 14, did not cost them money because they never had our money so it is good to see that people did stand up. Thank you. Hope the same happens with Barney’s. we’re watching you JayZ.

apple pie on

we are done with them. Now is all Free People, Zara and American eagle for my kids 14-11.

My daughter did not want their clothes since the CEo made those remarks because some of her friends were offended.

Heather on

Too little, too late!

francablog on

If Jeffries can be the big mouth and say those things about being exclusionary, then I want to hear that big mouth apologize and say he was wrong.

Mom of 3 on

The brand is old and not the “in” thing anymore. My son is 13 and no longer interested in the clothes. After the CEO’s comments, we put his A&F clothes out at a garage sale for dirt cheap…and they still didn’t sell.

TT on

You’ll never get my business.

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