"In every school there are the cool and popular kids, and then there are the not-so-cool kids," he says. "Candidly, 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. Are we exclusionary? Absolutely. Those companies that are in trouble are trying to target everybody: young, old, fat, skinny. But then you become totally vanilla. You don't alienate anybody, but you don't excite anybody, either."
However, regardless of what Mike Jeffries believes, the matter is well out of his hands. Many magazines have turned to employing bloggers to take their labels out into the world of the internet to increase their viewers. Now not only are young people creating their own paths and trying their hand at blogging, but the potential has increased and consequently spread to something much more than that. Labels and boutiques are being started from home, modelling agencies are basing themselves off instagram, and now even magazines are being written up by teenagers with ideas and opinions to share.