Gone are the days of topless male models and poor lighting. Abercrombie & Fitch is changing its business policy and branding strategy to “put the customer at the center of the business.” This comes from a new press release put out by the fashion retailor, which promises big changes for the historically exclusive store.
The press release says, “by the end of July, there will no longer be sexualized marketing used in marketing materials including, in-store photos, gift cards, and shopping bags.” That means no more topless men.
The biggest change customers will notice is the staffing. Abercrombie and Hollister are famous for exclusively hiring beautiful employees. As expected, after the company’s CEO, Mike Jeffries, retired at the end of last year, the company is rebranding itself to be much more inclusive.
Friday’s press release says the company will “recruit and hire the best associates whose focus will be on offering our customers an excellent in-store shopping experience. We will not tolerate discrimination based on body type or physical attractiveness and will not tolerate discrimination in hiring based on any category protected under the law.”
This marks the end of the detailed “Look Policy” for employees, which spelled out how they needed to look and dress.
Anyone who has ever stepped foot in an A&F store will be happy to hear they plan to “improved sensory experience: adjust scent, lighting, music and trees to ensure a more pleasurable shopping experience.”
