According to Robin Lewis, the author of "The New Rules of Retail," CEO Mike Jeffries said he doesn't want larger people shopping in his store. He wants thin and beautiful people. He doesn't want his core customers to see people who aren't as hot as them wearing his clothing. People who wear his clothing should feel like they’re one of the ‘cool kids. In a 2006 interview with Salon magazine, Jeffries admitted his company doesn't target all shapes and sizes.