You may recall my post in May of this year about Abercrombie & Fitch’s CEO, Mike Jeffries and his deplorable war against plus sized people…well, the dog days are over. The impact of hundreds of thousands who cared/shared, signed petitions, boycotted, and actively called for a one-eighty in their discriminatory attitude shrank the Grinch-hearted retailer’s sales so profoundly that atonement is now their only option to save the company from tanking. A recent headline read:
Struggling Abercrombie & Fitch to add larger sizes.
The U.S.-based retailer has seen same-store sales plunge and was in the red by its third quarter ended Nov. 2.
Read the full article here:
This victorious turnaround process took less than a year. I’m excited to report that the power of social media (sharing, emailing, blogging, etc.), when harnessed for a good cause, can apply positive pressure and affect great changes in Corporate America and even usher a pathway for healing; in this case for our youth.
I recently received a victory alert from Change.org where (this summer) thousands had also participated in requiring Abercrombie & Fitch to produce plus sizes. Their petition, forwarded via email, helped escalate the favorable end result for inclusion. The cbc news article claimed that the company’s stock price plunged amid the bad publicity.
Congratulations to all who helped humble the snooty giant! In the 21st Century, evangelizing your social network for healthy change is your super power!