If you have ever walked into an Abercrombie and Fitch store, it is a really creepy experience. The stores are dark and the music is loud and pulsing – not to mention you can smell the scent of cologne before the shop is even visible. When you finally arrive to the large cave like entrance you are greeted by very young men that are only half dressed. As someone who considers the shopping experience sacred, Abercrombie as it is, feels cheap and a blatant attempt to exploit teens.
Mike Jeffries is responsible for this image as well as the meteoric rise of Abercrombie in the 90’s, by creating the impossible beauty standards of 6-pack abs for teenaged boys and tall, thin, California bodies for girls… To the point where they weren’t even selling clothes anymore, they were selling their bodies. But this lured many teens in to try and recreate this image, it quickly became the epitome of the preppy, cool, and young – that is – until people finally got fed up.
Jeffries has been on record saying that Abercrombie clothes do not cater to teens with a normal body type and intentionally excludes larger sizes from its inventory, because the brand doesn’t want to market to anyone other than “good-looking”, popular people.
Needless to say, this kind of mentality hasn’t gone over very well for the brand and Abercrombie numbers are taking a drastic dip – which has led to the immediate retirement of CEO Mike Jeffries today.
…And what we have say? Out with the old in with the new! We are excited to see the new direction they will take.