There is a story blowing up Facebook and other internet outlets that the CEO of Abercrombie and Fitch said some interesting things about the store’s target audience.
Michael Jeffries had this to say…”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. Those companies that are in trouble are trying to target everybody: young, old, fat, skinny. But then you become totally vanilla. You don’t alienate anybody, but you don’t excite anybody, either.”