At the clothing store, Abercrombie & Fitch, the size chart doesn't go past a size ten. And, that's exactly how the C.E.O. wants it.
According to the "New Rules of Retail" author Robin Lewis, Abercrombie's CEO Mike Jefferies "doesn't want larger people shopping in his store, he wants thin and beautiful people. He doesn't ant his core customers to see people who aren't as hot as them wearing his clothing."
Jefferies continues, "People who wear his clothing should feel like they're one of the cool kids."
In a 2006 interview with Salon, Jefferies admitted his company isn't targeting all shapes and sizes. He said, "A lot of people don't belong (in our clothes) and they can't belong. Are we exclusionary? Absolutely."
Abercrombie & Fitch is no stranger to controversy from their racy advertisements to a class-action discrimination lawsuit. They even got in trouble for marketing thong underwear to pre-teens.
And, yet, the company is expanding with more than 300 locations in the U.S.