This article ‘Size doesn’t matter’ just gets a couple of things wrong.
Public humiliation visits every retailer occasionally. But to young women who are a bit on the large side, the embarrassment being visited on clothing retailer Abercrombie & Fitch must be as delicious as a good public flogging.
I’m not quite that bloodthirsty but I am glad that retailers are being forced to re-think their attitude to larger women. As far as this article goes that is all fine. But there is a big but here. Actually two, but this one first:
Will these women forgive A&F and come running for its wares? Probably not. Women have far too many choices.
Let me fix that for you. A small percentage of women who fit an imaginary model of the ideally shaped woman have far too many choices. Most women get by. Some women find it extraordinarily difficult to find affordable clothing to fit properly. If retailers woke up to this and got over the ‘my clothing only looks good on thin women’ crap and actually designed clothes to fit real women (who come in all shapes and sizes) then we might be closer to women having far too many choices.
The only way in which I have far too many choices, and even then far too many is pushing it, is if I go for either clothing designed for women decades older than me and to be honest many of them turn their noses up at the offerings too, or shop online and hope that it fits when it arrives. Living as an ‘apple shaped’ woman in a ‘most fat women are pear shaped (or some odd shape that doesn’t actually fit anyone’ world this somewhat limits my options. For women larger than my 18-20 it is even harder. So yes, it would have been nice if Michael Baker had taken the time to actually consult larger women about this statement. It isn’t as if we haven’t been talking about this for some time now.
Second is one of my pet hates.
Jeffries hopes his newly conciliatory attitude towards bigger females will give the brand more momentum.
Quite frankly I have no idea how this will play out with female apes, dogs, cats and other non-human females. This human female wonders why the author of this piece or their sub editor couldn’t just say women. Of course it remains to be seen how much bigger ‘bigger’ actually means. I’m not holding my breath.