Mike Jeffries, CEO and chairman of Abercrombie & Fitch, lost his chairman title this week. The guy is a super-douche who made it known that he only wants cool kids to shop at his store. It seems that shareholders are fed up with that attitude, because it’s no longer selling. The new chairman will be Arthur Martinez, who has helmed both Sears and the Federal Reserve of Chicago. Abercrombie is also adding two new directors to the board, which points to a possible shift in direction for the company. Jeffries remains CEO and a board member.
Basically, if Abercrombie & Fitch were a person rather than a brand, it would be a fat-shaming, bullying jerk. Shoppers are sick of it, because, well, who wants to give their money to someone like that? The company’s sales have dwindled in the past few years. Let’s hope that in efforts to revive the business, the brand will start to send a more inclusive, tolerant message to its customers. Even if they do, I can’t imagine that many alienated consumers would return to shopping there. The many years of bad attitudes and discrimination can’t be erased or forgotten by a few simple structural changes. [NY Post]