One of the latest ads for the upcoming winter season. Facebook, Abercrombie and Fitch

CEO Mike Jeffries received a fair share of backlash earlier this year when his interview with Salon magazine in 2006 was brought back to light. 

He proclaimed, "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".

These comments played a part in triggering the brand’s recent downfall, though the rising demand for trendier retailers has also been a factor. 

In an effort to win back the support of the customers that their CEO had insulted, A&F will begin selling clothes that are beyond a US size 10, which is currently their largest size. The company will also produce tops in a greater variety of styles, offer each item in a plethora of colors, and begin selling shoes.  

"We recognize that our businesses have been and will continue to be disrupted by both fast fashion and pure play e-commerce competitors," said A&F's head of planning and allocation, Leslee Herro. 

At 10:37 a.m. on Wednesday, the company’s shares had dropped 7.8% to $35.34. In addition, third quarter sales fell 12% to $1.03 billion, which is below the expected amount of $1.07 billion. This is the seventh quarterly fall that A&F has reported, leading analysts to cut their price targets on the brand’s stock. 

In order to cut costs, A&F will also close all of their Gilly Hicks stand-alone lingerie stores, which first opened in January 2008. 

The new changes will take place starting in spring 2014, with the new accessories and shoes set to debut in the summer of 2014, during back-to-school season. 

Reach Staff Reporter Brittany Lazar here.