08/12/2011 11:23 am ET Updated Dec 06, 2017

Abercrombie Bans Customer Who Bought Too Much Merchandise (VIDEO)

The conventional wisdom is that stores want their customers to buy more, not less. So this most recent headline had us scratching our heads: "Woman banned from buying too much Abercrombie."

ABC7 News in San Francisco reported on a local woman named Kim Navarra who spends at least $1,000 a year at Abercrombie & Fitch, ordering everything from tees and sweatshirts and jeans online. But this summer when she tried to spend a $200 giftcard on the retailer's website, her order was unceremoniously cancelled.

Abercrombie & Fitch sent her a letter simply saying, "This order was cancelled and we will not accept future orders from you. Abercrombie & Fitch is a private label brand. To protect its intellectual property rights, suspected resale of our merchandise for personal or business profit is strictly prohibited," a paragraph cut and pasted straight from their website.

But it looks like the company was just bullying an innocent and very loyal customer. "All their clothes seem to fit and last over the years," Navarra told ABC7. "I'm not reselling them. As you can see, I have the clothes on, I wear them to work, I've worn every single pair of jeans."

Abercrombie finally relented and let Navarra shop again when the news station got involved, maybe realizing that banning one of their most devoted customers was not the best idea.

Then again, it wouldn't be the first time Abercrombie has cut some ties that landed them in the doghouse: A&F once fired a male model for eating at the wrong time while on the job, while the company landed in seriously hot water in June for allegedly firing a Muslim female employee for wearing her religious headscarf.

At this rate, Abercrombie & Fitch better have one damn good PR team.