The target market for this brand is middle & high school students, maybe into college age (really, their parents, because what 12 year old can afford $35 for a graphic tee) These age groups are the highest for young people to experience low self esteem and bullying because of appearance.
"Are we exclusionary? Absolutely. Those companies that are in trouble are trying to target everybody: young, old, fat, skinny. But then you become totally vanilla. You don’t alienate anybody, but you don’t excite anybody, either,” he [CEO Mike Jeffries] told Salon.I can see this point. The internet, of course, is infuriated. Many posts and comments are talking about boycotting Abercrombie, calling Jeffries a list of names... and of course, pictures.
I can't imagine if I worked for the brand. Would I be standing behind them as the media swirls? Feel guilty for being confident? (I once overheard in the mall a group of young girls talking, "They asked if I needed a part time job. That means I'm pretty.) < HOW SAD IS THAT. You are beautiful the way you are! You don't need a retail job to confirm that! This is definitely not the first lawsuit they've faced (think back about five years ago with their sexual innuendo graphic tee's)
The flip side of this, as the internet rages on, is that calling Jeffries fat or ugly is not going to make them feel better! DID MEAN GIRLS TEACH YOU NOTHING!?
