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Why I'm optimistic that Abercrombie & Fitch learned a big lesson Why I'm optimistic that Abercrombie & Fitch learned a big lesson
(4 months later)
Mike Jeffries, Abercrombie & Fitch's CEO, is having a bad couple of weeks. He's become the subject of global ire after comments he made in 2006 suggesting larger people are unfit to wear his brand resurfaced in a Business Insider article. The piece focused on the company's refusal to sell the larger sizes their competitors have already embraced, much to the benefit of their bottom line. Jeffries was quoted as saying:Mike Jeffries, Abercrombie & Fitch's CEO, is having a bad couple of weeks. He's become the subject of global ire after comments he made in 2006 suggesting larger people are unfit to wear his brand resurfaced in a Business Insider article. The piece focused on the company's refusal to sell the larger sizes their competitors have already embraced, much to the benefit of their bottom line. Jeffries was quoted as saying:
"In every school there are the cool and popular kids, and then there are the not-so-cool kids," "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.""In every school there are the cool and popular kids, and then there are the not-so-cool kids," "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."
His statement left me disgusted and inspired me to start a petition on Change.org demanding he apologize and show all teens they're beautiful by expanding Abercrombie's size offerings. Little did I know that in two weeks, 70,000 people would join me, and it would inspire a global movement demanding a change from A&F.His statement left me disgusted and inspired me to start a petition on Change.org demanding he apologize and show all teens they're beautiful by expanding Abercrombie's size offerings. Little did I know that in two weeks, 70,000 people would join me, and it would inspire a global movement demanding a change from A&F.
As an eating disorder survivor, I'm acutely aware of the effects that discriminatory rhetoric, like that of Mr Jeffries, can have on adolescents. When I roamed the shelves of Abercrombie and didn't find clothing that fit, as silly as it sounds now, it made me feel worthless. If those were the "it stylings" and I couldn't wear them, then how could I ever be a part of the "it" crowd? The feelings of worthlessness these messages instilled and the bullying I faced from others who believed them drove me into a spiral of depression I battled for years. Had the voice of Mr Jeffries been in my ear, instead of the overwhelming support system I was lucky to have, it would have all but confirmed those negative feelings.As an eating disorder survivor, I'm acutely aware of the effects that discriminatory rhetoric, like that of Mr Jeffries, can have on adolescents. When I roamed the shelves of Abercrombie and didn't find clothing that fit, as silly as it sounds now, it made me feel worthless. If those were the "it stylings" and I couldn't wear them, then how could I ever be a part of the "it" crowd? The feelings of worthlessness these messages instilled and the bullying I faced from others who believed them drove me into a spiral of depression I battled for years. Had the voice of Mr Jeffries been in my ear, instead of the overwhelming support system I was lucky to have, it would have all but confirmed those negative feelings.
The 33 percent of children and teens struggling with weight problems understand those feelings all too well. Instead of inspiring teens to make healthy choices, Mr Jeffries and his company stepped into the role of schoolyard bully to tell us yet again that we'll never be good enough. I'm now strong enough to know he's wrong – and strong enough stand up to tell him so.The 33 percent of children and teens struggling with weight problems understand those feelings all too well. Instead of inspiring teens to make healthy choices, Mr Jeffries and his company stepped into the role of schoolyard bully to tell us yet again that we'll never be good enough. I'm now strong enough to know he's wrong – and strong enough stand up to tell him so.
Standing up to a bully is scary, but when a global movement stands behind you, sometimes the bully asks you to sit down for a chat. I was surprised when Abercrombie representatives asked to meet with me, but on Tuesday, I sat down with A&F senior staff, along with National Eating Disorders Association president and CEO Lynn Grefe and two experts in the field of eating disorders and body image, to discuss how A&F can improve its lack of diversity in their clothing and branding.Standing up to a bully is scary, but when a global movement stands behind you, sometimes the bully asks you to sit down for a chat. I was surprised when Abercrombie representatives asked to meet with me, but on Tuesday, I sat down with A&F senior staff, along with National Eating Disorders Association president and CEO Lynn Grefe and two experts in the field of eating disorders and body image, to discuss how A&F can improve its lack of diversity in their clothing and branding.
At the meeting, I delivered 2,000 double-sided pages of Change.org petition signatures to Abercrombie executives. That petition represents over 70,000 names, 70,000 faces, 70,000 voices demanding to be heard.At the meeting, I delivered 2,000 double-sided pages of Change.org petition signatures to Abercrombie executives. That petition represents over 70,000 names, 70,000 faces, 70,000 voices demanding to be heard.
The conversation was long and broad. I shared details of my struggles with anorexia, bullying, and depression, and I also reasoned with them from a business standpoint. According to Business Insider, 67% of the purchasing population fit into "plus-size" and bring in an annual retail revenue of nearly $16bn.The conversation was long and broad. I shared details of my struggles with anorexia, bullying, and depression, and I also reasoned with them from a business standpoint. According to Business Insider, 67% of the purchasing population fit into "plus-size" and bring in an annual retail revenue of nearly $16bn.
I left Abercrombie with a challenge: redefine what is "cool". Right now their brand is not cool; it represents discrimination. Abercrombie did that to themselves by insisting on a dangerous ideal of beauty. But this controversy represents an opportunity for them to rescue their brand's image by redefining cool to include the diversity that teens represent and value. We want adults and the companies they run to understand that worth isn't about the size of your waist but the size of your heart and the length of your ambition.I left Abercrombie with a challenge: redefine what is "cool". Right now their brand is not cool; it represents discrimination. Abercrombie did that to themselves by insisting on a dangerous ideal of beauty. But this controversy represents an opportunity for them to rescue their brand's image by redefining cool to include the diversity that teens represent and value. We want adults and the companies they run to understand that worth isn't about the size of your waist but the size of your heart and the length of your ambition.
The staff members present seemed moved by the stories we shared and willing to work to make concrete changes. Shortly after the meeting, an A&F spokesperson released this statement:The staff members present seemed moved by the stories we shared and willing to work to make concrete changes. Shortly after the meeting, an A&F spokesperson released this statement:
"We look forward to continuing this dialogue and taking concrete steps to demonstrate our commitment to anti-bullying in addition to our ongoing support of diversity and inclusion. We want to reiterate that we sincerely regret and apologize for any offense caused by comments we have made in the past which are contrary to these values.""We look forward to continuing this dialogue and taking concrete steps to demonstrate our commitment to anti-bullying in addition to our ongoing support of diversity and inclusion. We want to reiterate that we sincerely regret and apologize for any offense caused by comments we have made in the past which are contrary to these values."
I'm thrilled to see Abercrombie issue what I believe to be a heartfelt apology, and I'm cautiously optimistic that our hard work has paid off. Abercrombie made a clear commitment to continuing this conversation, and I'm determined to ensure that they see it through. I look forward to continuing an open dialogue with Abercrombie and working together to create a world of young people who are proud and embrace all the things that make them beautiful.I'm thrilled to see Abercrombie issue what I believe to be a heartfelt apology, and I'm cautiously optimistic that our hard work has paid off. Abercrombie made a clear commitment to continuing this conversation, and I'm determined to ensure that they see it through. I look forward to continuing an open dialogue with Abercrombie and working together to create a world of young people who are proud and embrace all the things that make them beautiful.
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