Abercrombie & Fitch is going to offer larger plus sizes for some of its women’s clothes. The company’s main target is the college market. However, lots of college students don’t wear Abercrombie & Fitch clothing, because they can’t fit into it.
Today’s trends are moving away from just advertising skinny people. The average women’s size in the U. S. is now 12. It took quite some time, criticism, declining sales and campaigns against the company for Abercrombie & Fitch to recognize that the market is changing. We will be able to see these changes in their stores in the spring. But will this make up for the company’s need to apologize for its outspoken exclusion? Right now Abercrombie & Fitch doesn’t really have a competitive advantage. Some of the rightfully angry opinions are that the company is finally getting what it deserves. How many people would buy this brand now, even if they offer 5XL clothing?
This generation of college students is more likely to stand up and take action against statements excluding groups of people. When the CEO of Abercrombie & Fitch states that he doesn’t want bigger people wearing his clothes, it is not very likely that selling larger tops now would help the company’s profits. Besides, college students today are looking for better prices. They realize that the quality of cheaper clothing isn’t as good, but this is what serves their purpose now.
On the other hand, there are customers, who really like Abercrombie & Fitch clothes. They think, that this change may be a good thing. More people will be able to fit in these clothes, maybe some new customers will start shopping at Abercrombie & Fitch. It is clear, that the company will have to somehow win back their once loyal customers.
Whether or not Abercrombie & Fitch will stage a comeback still remains to be seen. There are opinions that this new strategy may have a positive effect in the short run, but it is not clear what will happen next.