Another A&F controversy..

A quote from CEO of Abercrombie and Fitch, Mike Jeffries on the Abercrombie website reads.. "Diversity and inclusion are key to our organisation's success." Though this clearly is not the case as the company has been slammed in recent weeks by consumers, activists and the media as Jeffries has announced the stores will stop selling clothing for larger women. He has also said "A lot of people don't belong[in our clothes], and they can't belong." "Are we exclusionary? Absolutely."

The store is known for its American, preppy look clothing and for it's staff which are usually scouted based purely on their looks, girls in the store are pretty and slim, and boys usually muscular and attractive. According to Jeffries, the reason behind this is because good-looking people attract other good looking people and the brand "Wants to market to cool, good looking people."

The company has had many controversial stories in the press including being accused of shifting most of their non-white employees off the shop floor. In 2009 the company was hit with a lawsuit in the U.K after allegedly forcing a 22 year old employee to work in a stock room away from customers, as she had a prosthetic arm. They have faced backlash from Taylor Swift fans who took offence when a t-shirt read "More boyfriends than T.S." A reference to the singers love life, after threats and complaints from fans, the store pulled the shirt. They had to recall a number of mens t shirts after Asian American groups boycotted the company due to distasteful, Asian stereotypes on the t-shirts.

 Blogger Jes Baker, who is a size 22 hit back and the company with black and white photos of her in the style of A+F campaigns, "I challenge the separation of attractive and fat, and I assert that they are compatible regardless of what you believe." Baker wrote in a public letter to the CEO.

Im not sure why anyone would shop in Abercrombie and Fitch nowadays after it's narrow minded opinions. I think it's very irresponsible of the brand, as its aimed at the teenage market and these are not the kind of morals or opinions that should be aimed at young people.

In the past Abercrombie have paid cast members of Jersey Shore NOT to wear their clothing as they believed it was ruining their brand image, but I think it's clear to see the only thing damaging the brand is the brand itself!