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Abercrombie & Fitch targets plus size customers as sales decline

The preppy American retailer plans to expand its clothing range after ditching "no plus size" policy

Maria Tadeo
Friday 08 November 2013 19:19 GMT
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Abercrombie & Fitch bags feature fit young models
Abercrombie & Fitch bags feature fit young models (Getty Images)

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US retailer Abercrombie & Fitch has announced plans to expand sizes, colours and fits starting next spring in a bid to capture new customers.

The announcement marks a significant departure from the company’s “no plus size” policy, which fails to cater customers above a size L, or the equivalent of a US size 10 (UK 12).

The move comes after Abercrombie posted its seventh quarterly drop in same-store sales, sending shares tumbling earlier this week, as it continues to lose ground against rival American Eagle Outfitters and fast fashion retailers Forever 21 and H&M.

Abercrombie, known for its all-American athletic look and semi-naked shop assistants, has come under fire for its strict young, thin and beautiful aesthetic favoured by CEO Mike Jefferies.

Jefferies made headlines after a controversial interview where he defended the label’s sizing policy, insisting that “only cool kids” have the right look to shop at Abercrombie.

“That’s why we hire good-looking people in our stores because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don’t market to anyone other than that,” Jefferies said.

The comments prompted a social media campaign against the company with Hollywood personalities Miley Cyrus, Kirstie Alley and Ellen DeGeneres calling for a boycott.

The company also unveiled plans to launch a shoe collection and the restructuring of its lingerie brand, Gilly Hicks, which will now be sold through Abercrombie stores and online.

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