CEO Mike Jeffries and his business tactics

Today, I came across an article written on Elite Daily about Abercrombie, their CEO and his marketing tactics. I felt pretty lucky finding this article. It was very informative and very well written.

In high school and middle school many kids wore Abercrombie, it was symbolic of your status, however, in junior year of high school everyone pretty much stopped wearing them since middle school  kids were essentially wearing the same thing. Abercrombie was no longer "cool".

The CEO of Abercrombie wants the people wearing his brand to be the "cool" kids and to be very good looking. This is why the brand hires "good looking" people and don't carry any sizes above a 10 in pants and don't carry sizes above large for women. Once you hit age 15 it becomes hard for the typical American girl to fit into anything Abercrombie since that's when girls develop into women.

He doesn't want "fat people" advertising his brand. He claims that the companies that are in trouble today market to to many people. His targeting strategy is very focused only "skinny beautiful people" allowed.

I feel really bad for the Abercrombie PR team. They have a lot of clean up to do after this mess. If this is the attitude that Abercrombie has, they'll be out of business sooner the JC Penny.

Clearly Jeffries has some serious suppressed childhood desires to be cool and popular that were never fulfilled. I bet he still sits alone at the lunch table at work, CEO or not.