Abercrombie & Fitch: Refusal to Stock Larger Sizes Sparks an Apology

Kristie Alley took to Twitter to lash Abercrombie & Fitch

Social Media outrage and celebrity tweets lit up the Internet last week when CEO of Abercrombie & Fitch Mike Jeffries said Abercrombie would not stock sizes XL and XXL in their stores.   Mike Jeffries, what kind of a marketing genius  are you to come out and say that you don’t support a group of consumers?  Although his words on the subject were several years old, the case and controversy sparked celebrity Tweeter Kristie Alley to take Abercrombie to task via Twitter last week.  But wait the plot thickens.   It gets better. Yesterday 17 year old Cali Linstrom met with Abercrombie & Fitch to discuss their relationship with teens.   Ms. Linstrom organized an effective series of protest regarding anti-bullying and discrimination that got the attention of Abercrombie executives and garnered the meeting, and ultimately an apology.

Cali Linstrom. Photo: courtesy Darryl Roberts

Cali first staged a protest at the Abercrombie store in Chicago  on May 13th to take Jeffries to task for his statements.   Despite coverage from Tier one media via Good Morning America, Cali and the protesters received only a “no comment.” from Abercrombie.   So, not to be deterred, Cali organized a second protest with Lynn Grefe of the National Eating Disorders Organization for May 20th in Ohio.  Then, Darryl Roberts of the America the Beautiful Teen Empowerment Series sent an email to Abercrombie officials, which got their attention.  Finally, 17 year old Cali Linstrom was granted a meeting with Abercrombie & Fitch.   Abercrombie & Fitch CEO Mike Jeffries did not personally invite Cali to the meeting, nor did he attend it.  But his staff  issue d this apology from him:

“I want to address some of my comments that have been circulating from a 2006 interview. While I believe this 7 year old, resurrected quote has been taken out of context, I sincerely regret that my choice of words was interpreted in a manner that has caused offense. A&F is an aspirational brand that, like most specialty apparel brands, targets its marketing at a particular segment of customers. However, we care about the broader communities in which we operate and are strongly committed to diversity and inclusion. We hire good people who share these values. We are completely opposed to any discrimination, bullying, derogatory characterizations or other anti-social behavior based on race, gender, body type or other individual characteristics.”

Mike Jeffries, Chairman & CEO

Way to go Cali.  This is truly a David & Goliath like scenario with a 17th year old standing up to a large retailer and effecting change.

“I feel very empowered and look forward to working with Abercrombie & Fitch to create ways that teens can be respected and the brand can thrive. It can be a win, win for everyone. Just being able to voice my concerns and have them heard by a major retailer is awesome,” says Cali Linstrom.

Cali, your concerns are being heard not just by the offending retailer, but by the world.  Thank you for standing up!