An interview with Abercrombie & Fitch's CEO Mike Jeffries reveals that while he is a bit eccentric and perhaps uses too many bleaching products for a 61-year-old, he does know his target inside and out.
"As far as Jeffries is concerned, America's unattractive, overweight or otherwise undesirable teens can shop elsewhere. "In every school there are the cool and popular kids, and then there are the not-so-cool kids," he says. "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."
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Tuesday, January 31, 2006
Posted by alyson at 1/31/2006 09:43:00 PM