There was a time when bare bodied models were considered to be best for the business at Abercrombie and Fitch. But it seems that the days are gone now. In the past, bare chested men with attractive body shapes have always greeted the shoppers at Abercrombie and Fitch, but the retailer has now decided to stand down from it. The youth apparel retailer has decided that they will no longer use shirtless models for the various acts of promotions like they did in the past.
The change in policy comes after the retailer suffered a 10% slump in the annual sales last fiscal year. According to the experts, the slump in the sales in due to the change in the taste of their customers, which are mostly teenagers. Abercrombie and Fitch had been in the top slot with regard to apparel for the youth over the past decade of so.
According to Neil Saunders, Abercrombie and Fitch has to change the way they look. Specially, the advertisements and marketing policies that have been connected to the retailer over the years. The modern generation, has a different taste and they will have to draft themselves according to it soon enough. He also added that the shoppers nowadays are more sensitive to what they wear and how they look.
Abercrombie and Fitch have also said that they will no longer be hiring on the basis of the looks that the individual has. Instead, they will look forward to individuals with the talent to sell apparels. The new guidelines proposed will stop the employees from having bright colored makeup, large tattoos, body piercing, etc.. The brand representatives need to have a clean and formal look that will add to the reputation of Abercrombie and Fitch. The retailer is also looking forward to make changes in their advertisements, gift cards, shopping bags, etc..