Oh Fitch Please

In my London trip, I have bought some clothes from Abercrombie and Fitch. When my flatmate saw them, he showed me a video about this brand.

In the video, it is the interview of the CEO of this popular teen clothing retailer. He doesn’t want larger people shopping in his store, he wants thin and beautiful people. Also, He doesn’t want his core customers to see people who aren’t as hot as them wearing his clothing. People who wear his clothing should feel like they’re one of the cool kids.

Apparently, his business was built around sex appeal. If we have been to Abercrombie and Fitch in the last few years has probably noticed that they do not provide XL or XXL sizes of women’s clothing because they are not willing to let overweight women wearing their brand. Compare to us clothing brand, the largest pants for women available at Abercrombie are size 10, however, H&M goes up to 16 and American Eagle even goes more to 18.

We do realize that their target group is for charming and muscular men while girls need to be skinny and pretty. In the business side, due to their market strategy, they do not want to sell their clothes for fat people can be right but they should not say that they reject to sell them to ugly and obese people. This is totally damaged their image and let people refuse to buy their products anymore. Some of Hollywood famous stars are telling the public to burn their Abercrombie clothes after they were accused of discriminating against overweight customers and insisted to burn their clothes which are damaged instead of giving to poor and homeless people.
Nowadays, business ethics is an important issue in the business sector. It is not only to how the business interacts with the world at large, but also to their one-on-one dealings with a single customer. For me, I will not buy their stuffs anymore and I do hate this brand because I used to be a little fat boy.