<p>Thanks for restating the issue morrismm. Jeffries’ comments seem to support a bully culture, and this is what has elicited such a visceral negative response from parents. I think the brand image is tarnished and sales will suffer in the long term.</p>
<p>Serena Williams is no couch potato nor is Kim Clijsters. Fortunately they are sponsored by Nike and Fila respectively, two companies which can well afford to cater to what some may consider the uncool crowd.</p>
<p>“Jeffries’ comments seem to support a bully culture…”</p>
<p>momsquad, the cited sentence from Jeffries comments has nothing to do with “bully culture”. It simply re-iterates the basis of what is called “corporate competitive strategy”: a company has to differentiate itself to stay competitive either by catering to “everyone” and being a low cost leader (Walmart) or by specializing, i.e., focusing on a certain market segment or selling something that is perceived as an exceptional product (Nike, REI, Tiffany, etc.). Take a look at JCPenney - they try to cater to everyone… I have no problem with A&F trying to specialize, it is just the comments of the CEO sound outrageous and nasty and were meant to stir the beehive. Not what I would do if I were the CEO.</p>
<p>BC, if you look at the size charts of A&F, Kim and even Serena could find something at A&F. My comments about whiny couch potatoes was tongue in cheek reference to people screaming that A&F should sell plus size clothing. However, I do think that the majority of our overweight teens from middle class families could solve their weight problem by laying off Coke and fries and moving more.</p>
<p>I highly doubt that Serena could find anything to wear at A & F. Their size charts are very off. She is not even an A & F large. And please do not tell me she is actually wearing them in ads. </p>
<p>jCP is not a company to use as an example of trying to cater to everyone. It was an example of trying to cater to a very different target market. It became so targeted that it alienated its previous customer base. It will be an interesting marketing study of what not to do.</p>
<p>My problem with a and f is the hiring and staffing. They tend to put the less then ideal looking staff in the back, while the models types employees stand around and fold clothes all day. My dd bf was asked to be a and f staffer who basically stood around to get the Tweens into the store. </p>
<p>Jeffries comments will hurt more than help his company, becuase the older teen will not buy the clothes, as it’s even more tacky than before. It’s not a badge of honor to wear that brand.</p>
<p>A few years back, my D and I were shopping in an A&F store. They were hiring and a floor manager told my D that she should apply because she “could work here.” D was thrilled. She knew that she was being told she looked good enough to represent the brand. Given that she was a typical insecure HS girl, it meant a lot to her. NOW, three years later, she won’t step foot in the store after Jeffries’ comments. Thank goodness her self esteem is now more solid and not based only on her appearance.<br>
As a business person, I agree that a company can market to whomever they want. However, the tone of the comments were very condescending/judgey IMO. I think the company will suffer long term. I would have loved to have been a fly on the wall at the management meetings after the comments went viral.</p>
<p>Someone in the office was wearing an A&F shirt this morning. He’s definitely a cool guy because he works for us but I don’t think that he’d meet the visual perspective of cool. It appears to me that A&F does sell stuff that bigger guys can wear.</p>
<p>Is this new “cool” marketing just aimed at women?</p>
<p>
Yes and no. A&F sells mens’ shirts up to size XXL, but pants only up to a 36 waist (and limited at that size!). Given the look of their male models, I would guess that they want trim men wearing baggy tops, but am not sure. Regardless, larger men can at least buy shirts there.</p>
<p>Yes, BC. They still sell very large clothes for men. I believe the excuse was that male athletes are big. (Clearly female athletes aren’t cool enough for them… Only make athletes)</p>
<p>I don’t care what clothes someone sells. I absolutely understand the niche marketing and specific sizing. It’s the comments that tick me off.</p>
<p>And here I thought they specialized in selling overpriced fishing equipment to overweight men. Who knew?</p>
<p>Not trying to reignite anything, but Cracked.com (the website for Mad Magazine) touched on the A&F issue in an article on 5/22/2013. Titled “The 4 Most Weirdly Outdated Corporate Policies”, the first item is “#4. Abercrombie & Fitch Hates Ugly People” and the first line is If you don’t know what Abercrombie & Fitch is, they’re the clothes your date rapist wears."</p>
<p>So either the writer reads this forum or else my gut reaction to the store is not so unique.</p>
<p>They reported a Q1 loss of 9 cents today or last night, weaker than consensus of a five cent loss. They lowered guidance on Fiscal 2013 to $3.15-$3.25 where consensus was $3.49 (ouch!). I guess their marketing plan isn’t working out so well.</p>
<p>“Abercrombie & Fitch’s two-hour meeting this week with critics of its no-large-sizes strategy, and of CEO Mike Jeffries’ 2006 remarks that it only courts “attractive, cool” kids, prompted a mea culpa from the chain, and a vow to “take concrete steps to demonstrate our commitment to anti-bullying in addition to our ongoing support of diversity and inclusion,” the teen retailer said in a statement.”</p>
<p>[Teen</a> Activist Meets With Abercrombie Executives, But CEO Jeffries Is A No-Show - Forbes](<a href=“http://www.forbes.com/sites/barbarathau/2013/05/23/teen-activist-shares-insider-details-of-meeting-with-abercrombie-executives/]Teen”>Teen Activist Meets With Abercrombie Executives, But CEO Jeffries Is A No-Show)</p>
<p>Maybe I’m naive but where do the skinny little 15-year-olds buying A & F clothes get their money? From dumpy mom and dad, that’s who. I certainly would not give my child money to buy clothes from a retailer that articulates such a repellent marketing strategy.</p>
<p>Karma…</p>
<p>Wait what? This is backfiring? No… who could’ve seen that coming?</p>
<p>Their stock is down 10% right now.</p>
<p>To be fair the following retailers had weak quarterly results: Sears, Target, Walmart, Nordstrom, JCP (this was expected), American Eagle, Buckle, Ralph Lauren, Aeropostale, Zumiez….</p>
<p>TJMaxx is doing just fine. Nike is doing just fine. These are my two favorite retailers, both in terms of products and as investments.</p>
<p>^^^ and Ross stores.</p>
<p>A friend of mine follows ROST and he seems to love it for trading. I’ve never been in their stores before so I’m not familiar with them but I’d guess that they carry XL sizes.</p>