According toMSNBC, CEO Mike Jeffries was brought into the company in 1992 to spruce up the brand.
Jeffries infamously said during a cringe-worthy interview withSalonin 2006: “We go after the cool kids.
We go after 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.
But then you become totally vanilla.
You don’t alienate anybody, but you don’t excite anybody, either.”
And this is despite claims from the company that they’re changing for the better.
“Developing any relationship is reliant upon two-way communication, so we started with listening.”
It never did and probably never will.
