Abercrombie & Fitch Is What's 'Not Cool' Says National Eating Disorders Association

Online, May 9, 2013 (Newswire.com) - The National Eating Disorders Association (NEDA) takes offense to Abercrombie & Fitch (A&F) CEO Mike Jeffries' discriminatory marketing philosophy that fosters body shaming.

Most prominent fashion retail chains offer a size range up to 14, with many extending to size 16. However, according to recent comments by Jeffries, Abercrombie & Fitch does not offer clothing in larger sizes to purposely keep plus-sized women and men out of its stores. The recent furor began after Jeffries revealed that the brand markets strictly to "thin and beautiful" consumers in a recent interview published by Robin Lewis, co-author of The New Rules of Retail and CEO of the newsletter, The Robin Report.

However, it's not the first time that the CEO has made inflammatory comments. In a 2006 interview with Salon, Jeffries described the brand's target audience: "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 ... 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. That's why we hire good-looking people in our stores. 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."

Studies have shown that the unrealistic, ideal body images portrayed by the fashion industry, in the media and in advertising contribute to poor self-esteem and are triggers among those who are already vulnerable for developing eating disorders. In the U.S., 20 million women and 10 million men suffer from a clinically significant eating disorder at some time in their life. Anorexia nervosa has the highest fatality rate of any mental illness.

Commented Lynn Grefe, president and CEO of NEDA, "Just say 'No, thank you' to A&F and do it now. In a society obsessed with body image, weight discrimination is far too common and shopping in these stores is buying into this discrimination, whether you mean to do it or not. Telling people that they aren't good enough if they don't look a certain way is not acceptable. This is body shaming at its worst and its consequences are dangerous, even life-threatening. People who are demonized for their size often attempt dangerous dieting behaviors that can lead to serious eating disorders. We must speak out against this type of bigotry. Boycotting Abercrombie & Fitch is clearly the only way Mr. Jeffries will hear our concerns and the only way we are standing up for each other."

Added Claire Mysko, who oversees NEDA's youth website Proud2Bme (proud2bme.org), "Jeffries' comments send a dangerous message to a very vulnerable audience. In a recent Proud2Bme poll, 70 percent of our members told us that they constantly feel pressure to be 'perfect.' That pressure can lead to low self-esteem, poor body image and even disordered eating. Jeffries' comments echo the critical inner voice that so many young people struggle with-the voice that tells them, 'You're not good enough.'"
Proud2Bme has just published a personal essay from Benjamin O'Keefe, 18, who started a petition to A&F (proud2bme.org/af). "As a young adult who suffered from an eating disorder through much of middle and high school, I remember looking at the ads for Abercrombie & Fitch and combing the racks and not seeing anything that fit me," writes O'Keefe. "As silly as it seems, it made me feel worthless to not be able to wear the 'it' styling that everyone else was wearing."
The National Eating Disorders Association (NEDA), headquartered in New York City, is the leading U.S. non-profit organization supporting individuals and families affected by eating disorders. NEDA serves as a catalyst for prevention, cures and access to quality care. Each year, NEDA helps millions of people across the country find information and appropriate treatment resources through its toll-free, live helpline, its many outreach programs and website. NEDA advocates for advancements in the field and envisions a world without eating disorders. For more information, visit www.MyNEDA.org

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For Treatment Referrals, Visit www.MyNEDA.org
Or Contact NEDA's Live Helpline: 800-931-2237
Monday - Friday: 9 a.m. - 5 p.m. (EST)

Contacts:

Greenleaf & Associates - 323-660-5800
Vicki Greenleaf - vicki@greenleafandassociates.com
Kelly Williams - kelly@greenleafandassociates.com