Abercrombie & Fitch Apologizes, is it too little too late?

Abercrombie & Fitch Apologizes, is it too little too late?



Recently, I wrote a post entitled An open ended letter to Abercrombie & Fitch from a “Fat Chick”  about the remarks made by CEO Mike Jefferies concerning only letting “cool kids” wear his clothing.  As many of you know, Abercrombie & Fitch only go up to a size large in womens clothing, and always have. This, along with Mike Jefferies foolish comments, sparked a huge uprising and they are feeling the backlash of that.

It has been reported by Good Morning America that Abercrombie has issued a public apology for the comments made by their CEO. (You can check out the GMA report on their Website) In their apology the claim that they are going to address this issue in a full statement on a later date, and they say “we look forward to continuing this dialogue and taking concrete steps to demonstrate our commitment to anti-bullying and support of diversity and inclusion”

Seems like they are taking a step in the right direction right? I would think more of it if I didn’t also learn that they have experienced a 17% drop in sales this quarter. (10% since the statement was released) It seems to me that this “apology” is a simple ploy to get their sales back up, and I don’t think it excuses what their CEO said. I also think it is odd that Mike Jefferies himself didn’t issue the statement, the company as a whole did.

So my question is…is the “apology” too little too late?  I’m not sure yet. I am waiting to hear how this “anti-bullying” and “support of diversity and inclusion” is going to pan out, considering it is the exact opposite business model they have been following since the start of the business.

What are your thoughts on the situation? Let me know in the comments below!

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  1. Sandy Cain says

    Yes, it’s too little, too late. As far as the sizes they carry – that’s totally their business. If that ugly, sad, excuse for a man wants to sell only size 2, or 4 – that’s fine with me. Business is business. But as for saying he only wants “young, slender, hip people IN the store as shoppers? He doesn’t want fat women in the store? Change “fat women” to Blacks, bilnd people, Koreans, Catholics, Jews, Latinas…and you’ll hear exactly just what a prejudiced douchebag this guy really is.

  2. Christine Cunningham says

    I agree with you completely. They are swimming backwards as fast as they can and didn’t realize it was more than the discriminated against folks that would take offense…

  3. Renee Stough says

    We want an apology from the person who said it. Not the ppl who value their jobs. which they could lose because of the comment made by their pompous ass boss… Sickening.

  4. Nicole says

    I agree, too little too late. I thought nothing of Abercrombie not offering larger sizes, I just accepted that I wouldn’t shop there. It would be different if it was the CEO apologizing and showing remorse for his comments.

  5. Debbie Craine says

    Stopped in once couldn’t find anything in my size, didn’t ever go back. I agree too little too late. Apology not accepted. Words not forgotten.

  6. Adonna says

    he’s an idiot.
    the company apologized, he didn’t. he hasn’t changed his thought process, just the amount of $ in his bank acct.
    he can market to whomever he chooses, but don’t expect the rest of us- the ones controlling the cash flow- to look the way.

  7. Stephanie says

    Just don’t shop there. Keep holding them accountable with our purse strings. I’m another consumer that went in once and didn’t find anything that fit (and I’m not a large person) turned around and left. The clothes are made for stick people. I don’t shop there and when my son starts picking out his clothes to buy he won’t shop there either. Then it will be more about the awful price of a t-shirt rather than sizes.

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