The CEO of clothes maker and retailer Abercrombie and Fitch defends his conclusion that the business will not offer plus sizes for females, although extra-large sizes can be discovered for men, because average- to large-sized female consumers usually do not meet the target market of the organization.
This case scenario on a standard of female attractiveness svelte, as young and tall has enraged consumers who have criticized the firm, and also the CEO in particular, in both traditional and societal media for further deteriorating enigma of sex stereotypes and body image, particularly among the teenagers. Inflated sizes however, pose not only logistical and production challenges but may lead to charges that obesity and unhealthy lifestyles are being encouraged as happened when a competitor, H&M, introduced big-size models and mannequins in its stores.
Abercrombie and Fitch's popularity using its target teen market is determined by its promulgation of exclusivity, which depends on its vision of what is "trendy." Yet, in the face of mounting criticism and decreasing sales, does sticking to the segmental technique make sense?
PUBLICATION DATE: April 09, 2014 PRODUCT #: W14096-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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