The fast-retail store is changing its image, starting with a less ‘sexualized’ marketing strategy. Sorry, fellas! Those half-naked guys standing in front of Abercrombie & Fitch stores across the nation will soon put their clothes back on. In an effort to improve its brand image, the retailer issued new guidelines for its shopping experience. In a statement, Abercrombie & Fitch (and its sister brand Hollister) announced that they are “overhauling some of their store policies”: no more house music blasting, dim backroom lighting, or obnoxious perfume diffusers.
Abercrombie is also getting rid of its controversial hiring critieria based on the applicant’s attractiveness: “Store associates will not be hired based on body type or physical attractiveness,” the company said. “We hire nice, smart, optimistic people who care obsessively about our customers.” Well, that’s thoughtful of them. Similarly, store associates will no longer receive the title “model,” adopting instead the less exclusionary “brand representatives” terminology.
Abercrombie and Hollister’s sexualized marketing tactics will also be toned down, so no more shirtless men at their doors. This, tragically, is perhaps what we’ll miss the most. The changes come after the departure of Abercrombie & Fitch CEO Michael Jeffries, who left the company in late 2014 after a 22 years at the helm. When Jeffries quit, shares in the company went up 8 %, heralding a new era for the brand. No word yet on whether their hideous clothes will also receive a makeover (or their porntastic shopping bags). Fingers crossed. ( By Julien Sauvalle from Out.com )