Problem Statement
In the given case study, the CEO and management of Abercrombie & Fitch is encountering a difficult decision-making situation in relation to finding an appropriate solution to respond their ‘sizeism’ controversy while preserving their brand exclusivity. Abercrombie & Fitch has always focused on a very precise target market of young, good-looking, svelte, sexy and fashionable customers. Not offering the plus sizes for women has infuriated the business with intense criticism of being aggravating the problems of gender stereotyping and body image. However, from the organizational perspective, offering plus sizes would bring about additional manufacturing and logistics challenges while giving an impact ...
