Abercrombie and Fitch may be a good example of how ‘there is no such thing as bad publicity’ is not always true.
The company has regularly been at the centre of controversy for its distasteful views, attitudes, and practices, including: racist advertising, explicit magazine content sold to minors, failing to pay staff, sexist t-shirt slogans, prohibiting the wearing of a remembrance Red Poppy and statements that they did not make clothing for ‘unattractive’ individuals.
However, despite shunning anything that deviated from their ‘ideal’ stereotype, the brand have recently announced that they will finally begin stocking larger clothing sizes in order to appeal to a wider audience.
This is likely a reaction to the loss of an estimated 30% on their share value this year and the closure of Gilly Hicks, an Australian underwear label owned by Abercrombie.
However, it’s probably going to take a lot more then stocking a few larger sizes to get rid of the bad smell hanging around this brand.
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