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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 97 comments

Seabot on

I’m a plus size and I truly couldn’t care less what they sell and don’t sell. They have the right to target a market and they’re under no obligation to include EVERYONE in that market. I don’t go into Forever 21 expecting to find clothes that fit me, either. I also don’t get into Lane Bryant expecting to find close to fit my daughter, who’s 16 and a size 2.

But even I were a smaller size, I wouldn’t shop there because their clothes are about as appealing as Jeffries’ over lifted face.

Seabot on

Obviously that was supposed to say I don’t go into Lane Bryant expecting to find clothes to fit my daughter, not close.

Anna on

This makes me laugh!! Seriously he was quoted saying “He doesn’t want larger people shopping in his store, he wants thin and beautiful people,” Lewis told Business Insider. “He doesn’t want his core customers to see people who aren’t as hot as them wearing his clothing. People who wear his clothing should feel like they’re one of the ‘cool kids.” like seriously this coming from someone who has had mounds of plastic surgery so I guess he shouldn’t wear his brand either. I would still not shop there because the only reason he is truly given in is because his targeted market left his butt because of his lack of respect for other people. His clothing is a dying bred and I hope it continues to fall.

bebe on

OMG!! TOOOO F****n LATE!!!! Get over yourself, nobody wants to wear your lame clothes anyway! Look at your models…..lame!

Nona on

No store is obligated to manufacture and sell certain sizes of clothing. Our society is filled with people who are far too easily offended and cry over the least little thing. If you don’t like A&F, you are certainly free to shop elsewhere.

noname4me on

Not everybody belongs in our clothes? what an ass, doesn’t sound like somebody that I would want to give my money too!!!

mommy2eandl on

I still won’t buy from them. Don’t care to support this man’s child habit…..

Katie on

For me, they went out of style over 10 years ago. Why pay $100 for a shirt or jeans that look the same as many other stores but for way less? The name Abercrombie&Fitch means nothing in today’s society. I’ll spend my money in other stores.

Diane Troxell on

Ah, so now that Chapter 13 is looming, they will accept the “uncool” people’s money. Boycott them!

Joey on

Gotta love people. They moan and complain about how they don’t carry plus sizes, and when they announce they will, the same people moan and whine about how they are starting to carry plus sizes. Make up your mind, people.

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