Controversial comments about plus-size shoppers allegedly made by the CEO of Abercrombie & Fitch have struck an angry chord with women.

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.'"

What "cool kids" might Lewis be referring to? Not fat kids, that's for sure.

Business Insider pointed to a previous interview Jeffries gave to Salon Magazine.

"In every school there are the cool and popular kids, and then there are the not-so-cool kids. Candidly, we go after the cool kids," the clothing CEO explained.

"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. The 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."

Jeffries' quotes shed some light on the Abercrombie & Fitch advertisements which often feature thin and ripped models.

But author Lewis says it's a model that might not fit the future. Plus-size shoppers now make up 67 percent of consumers.

"He is a brilliant visionary," Lewis said. "He really crystallized this core consumer he was going after. I think the young people today want cool, but as they define it themselves."

From Dove's Real Beauty campaign highlighting heavier women, to H&M's inclusion of plus-size swimsuit model Jennie Runk, many other brands are embracing that individualism and making their clothes more accessible.

Rival retailers H&M and American Eagle, for instance, carry sizes up to 16 and 18. The largest at Abercrombie & Fitch is a 10.