Exclusive clothing stores



Image source: http://s3-ec.buzzfed.com 

While there are many stores, including: Hot Topic, J. Crew, and Urban Outfitters who have been portrayed as stores to attract a certain type of person, in this article I am focusing on the store Abercrombie and Fitch. They have become very controversial in the last few years because of what the owner of the chain clothing store has said about what type of person they want to attract to their stores and wear their clothes.

Q: Has Abercrombie taken and steps to be more accomodating to the public?

A: Abercrombie has taken steps to include more people and other sizes of people into their clothing. In the article, Abercrombie to offer larger sizes after 'fat' controversy 

from the New York Post, claimed that “it would expand sizes, colors, and fits for all its styles next year, as it seeks to win back its teen customers.” Abercrombie has realized, finally, that they cannot just market their clothng to one type of young person. Sometimes that young person is not desired by some.

Q: What was the affect on Abercrombie’s sales?

A: The article states that “A&F” shares fell 10.4 percent to $34.35 on Wednesday (in 2013) after the compant reported a seventh quarterly fall in same-store sales in a row and warned of a tough holiday season.”

Q: The Chief Executive of Abercrombie, Mike Jefferies, has made some controversial statesments. What has he said about his brand?

A: The CEO wanted his brand to attract a certain type of person. He wanted to market his clothing to a certain type of person, that he saw as ideal. The New York Post article states that Jefferies has caused controversy “by suggesting the company’s clothes were made for “cool” and “attractive” kids and not for “fat” people.” Abercrombie has always been a clothing haven for tweens and some teens. They generate this image for teens, that they need to look a certain way to be able to wear their clothing, and to look good in it.

Q: How has Abercrombie and Fitch been affected in the economy?

A: Abercrombie’s stock has seen a decline. There has been a lack of interest in the store because of the controversy and certain image the clothing store likes to maintain. It is known that “at least three analysts cut their price targets on A&F’s stock after the company blamed weak spending among young shoppers for a double-digit drop in quarterly comparable store sales in the third quarter” (New York Post). They are finally experiencing the negative aspects of pin-pointing your clothing to one type of person, who may not even be attainable. The article also sites that, “brokerages including Jefferies, Cowen, and Brean Capital cut their price targets on the company’s stock by between $3 and $5 to as low as $33, citing weak sales and margin trends” (New York Post).

Q: Is this issue with Ambercrombie affecting other stores?

A: Other stores like Aeropostale and American Eagle have experienced affects due to what is happening to Abercrombie and Fitch. It is known that “Aerpostale Inc shares fell 5.9 percent on the NYSE, while American Eagle Outiftters fell 3.5 percent” (New York Post). They are seeing the effects because they sell simialr clothing. They attract simialr customers. While I think that the other two stores do a better job at attracting a wider range of types of people, they get clumped into with Ambercrombie because their merchandise appears similar.

Analysis: I see what Abercrombie has had some issues. When I was younger, I was a frequent shopper. I always felt a little self-conscious walking into their stores. Sometimes I felt out of place in their clothing. Abercrombie has always displayed images and have hired employees who makes you seem like you have to look and dress like them. The fact that the CEO made this statement on who he wants his customers to be, is ridiculous. Those are the only types of people he wanted to attract. When you bluntly and openly make a statement like that, you have to realize that it will be taken to heart, and may negativelt affect people. Abercrombie now sees what those statements have done to their profit as a whole.


Future Research: I will gather other stores that have been controversial and how they have been affected in the economy.
I will also look at fashion websites and see how fads and trends die out.
Why are stores catering to stereotypes? Do they create their own?