Abercrombie & Fitch has reneged on its stand to not stock plus-size clothes, releasing the news that it will 'expand sizes, colours and fits' from next spring.
With profits continuing to fall, Abercrombie & Fitch has clearly realised it is missing out on potential revenue by excluding any woman who does not currently fit into their largest size: a US size 10 (UK size 14).
However, the brand's new strategy means a serious amount of backtracking is needed from CEO Mike Jeffries, who caused uproar in 2006 when he made some controversial statements about who his desired Abercrombie & Fitch customer was.
'In every school there are the cool and popular kids, and then there are the not-so-cool kids. We go after the cool kids.' Jeffries told Salon magazine.
'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.'
Will expanding their sizes, colours and fits be enough to save the store? We'll just have to wait and see...
By Olivia Marks