A Proposal to Make Bigger Sizes for Abercrombie & Fitch Customers.

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If Abercrombie & Fitch decides to add bigger sizes on their clothing collection, the company will be able to compete with similar brands such as H&M, Forever21 and American eagle, who already offer plus sizes on their clothing collection.

SOLUTIONS TO THE PROBLEM

Adding bigger sizes to Abercrombie & Fitch Spring collection will satisfy over 75,000 customers who signed the petition and will potentially increased the company’s sales and profits. Lets embrace the “Attractive & Fat” Campaign created by Jess Baker.

We have created the following action plan for the company to follow, and get back on the right track:

- Have Mike Jeffries apologize and publicly clarify what Abercrombie & Fitch views and targeted population are.

- Propose a new spring collection, which will include a variety of styles for all sizes

- Create a new Marketing campaign that will help all teenagers to gain self-esteem and respect their differences.

We believe that if you follow our plan and implement bigger sizes, Abercrombie & Fitch will gain a lot of happy and proud customers, increase sales and profit, and increase its competitiveness among competitors.

CONCLUSION

Adding bigger/plus sizes to your spring collection is the best decision you can make and will benefit the company that in many different ways. Bigger sizes is what customers want, and as a business we know that you understand that a healthy business depends heavily on what customers are demanding. 75,000 customers are desperately waiting to be heard. Competitors are getting ahead and the only way to compete against them is to offer more variety in sizes, style and quality. Abercrombie & Fitch has the potential to be everyone’s favorite brand, but it requires effort, dedication, and most importantly, customers loyalty and satisfaction.

We look forward to discussing this proposal with you in person and answering any questions that you may have.

Reference

Aaron, S. (2013, May, 8). Abercrombie & Fitch slammed for “ not-so-cool” remarks. CBC news. Retrieved from:

http://www.cbc.ca/news/business/abercrombie-fitch-slammed-for-not-so-cool-remarks-1.1362693

National Center for Health Statistics. (2013). Obesity and overweight. Centers for Disease Control and Prevention. Retrieved from: http://www.cdc.gov/nchs/fastats/overwt.htm

Benjamin, O. (2013). Abercrombie & Fitch CEO Mike Jeffries: Stop telling teens they aren’t beautiful; make clothes for teens of all sizes! Change. Org. Retrieved from:

https://www.change.org/petitions/abercrombie-fitch-ceo-mike-jeffries-stop-telling-teens-they-aren-t-beautiful-make-clothes-for-teens-of-all-sizes

National Eating Disorder Association. (2013). Abercrombie & Fitch is what’s “not cool” says National Eating Disorder Association. NEDA: Feeding hope. Retrieved from: https://www.nationaleatingdisorders.org

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