Abercrombie and Fitch was once the 'cool' clothing brand among teen girls, but has caused controversy for its provocative advertising (regarding the target audience) and the former CEO's discriminative remark about the brand:
"That's why we hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don't market to anyone other than that. ... 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."
And let's just say, ever since that remark, sales dropped. Nowadays many teens prefer to shop at cheaper stores such as Forever 21,
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