Reuters reports that preppy East Coast retailer Abercrombie & Fitch will expand its women's collection to sizes larger than 10.In Things We Never Thought Would Happen news,
An Abercrombie spokesperson could not be immediately reached to confirm the report.
Abercrombie CEO Mike Jeffries has been quoted previously for saying that the brand is meant for "cool, good-looking" people - i.e., people who aren't fat. Jeffries, however, seems to be changing his tune after several consecutive months of sales declines. The company's stock has lost about 30 percent of its value this year alone. In addition, the brand has been in hot water for the unconventional (and often unreasonable) stipulations it puts on its employees, which run the gamut from wardrobe requirements to physical appearance.
Between Abercrombie's half-naked greeters and Jeffries's appalling public statements, the retailer has likely alienated many of the young people in its target demographic. Plus, with competition from less-expensive, trend-driven fast fashion brands like Forever 21 and H&M popping up in malls all over America, the brand isn't as "hip" as it used to be. It's obvious that A&F is in need of a new strategy, and it's hoping that offering a wider range of sizes, colors and accessories will draw its target customers back.
The new range of sizes is set to debut in the spring of 2014, but we can't help but wonder if the damage is already done.
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