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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

Mandy876 on

Nope.

Shallyn on

Still won’t shop there.

Christina on

no thanks

Lilyflower on

Too late.

Suzanne on

I have never nor would I ever shop this store. The CEO should have been fired!

Paula on

Hope they sink!

Susan on

20 years ago A&F sold beautiful, well made clothes that fit many sizes; soft t-shirts and flannels that lasted for years. I don’t know when it became what it is today.

Kristi on

We hate your fat butts but now buy our over priced, low quality garbage. I say eat dirt.

LPP on

Looks like the beginning of the end for A & F. Never shopped there anyway and my kids surely won’t. We’ll be at AE.

Beth on

This is not about a store catering to smaller sizes – any store should have that right. This is about the fact that he branded larger people as ‘uncool’ and made other hurtful remarks. I didn’t like shopping there as a teen and I still don’t. I hope they go out of business.

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