Report: Millennials don't like Abercrombie & Fitch

The preppy brand is tanking with consumers after its CEO's recent remarks about "larger people" made everyone angry

Published May 16, 2013 4:36PM (EDT)

 Michael Jeffries     (AP/Mark Lennihan)
Michael Jeffries (AP/Mark Lennihan)

A new consumer index report reveals that millennials no longer like Abercrombie & Fitch (for good reason, as Salon has previously reported). The data also reveals that millennials never really liked the preppy retailer that much to begin with, as the company consistently ranked behind cargo shorts-selling competitors like American Eagle.

As YouGov Brand Index reports:

Ever since Lewis’ comment to Business Insider saying that CEO Mike Jeffries “doesn’t want larger people shopping in his store, he wants thin and beautiful people” became widely reported, that demographic’s perception of the chain has dropped deeper into negative territory.

Just before the May 3rd Business Insider interview, Abercrombie & Fitch’s consumer perception with 18 – 34 year olds was split evenly between positive and negative feedback, coming in not far below rivals H&M and American Eagle. Once the article was published and went viral, Abercrombie & Fitch skidded to its lowest perception with young people since last October. At the same time, both H&M and American Eagle have seen a small rise in their perception scores.

Brand perception, as mapped by YouGov Brand Index:


By Katie McDonough

Katie McDonough is Salon's politics writer, focusing on gender, sexuality and reproductive justice. Follow her on Twitter @kmcdonovgh or email her at

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Abercrombie And Fitch American Eagle Fashion Fashion Industry Fatphobia H&m Retailers