Abercrombie & Fitch is hardly the only clothing brand to not make plus sizes. If A&F CEO Mike Jeffries committed a faux pas, it’s for saying in public what many other executives privately think:
In every school there are the cool and popular kids, and then there are the not-so-cool kids. Candidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don’t belong [in our clothes], and they can’t belong. Are we exclusionary? Absolutely.
Did he get a reaction? Absolutely. But most of the comments online about #fitchthehomeless are more about bashing Abercrombie & Fitch than genuinely helping homeless people. And that reveals far more about the general public than Mike Jeffries candid comments say about himself or his brand. Something to think about.