Sex sells no more.
It’s the end of the road for the shirtless guys of Abercrombie and Fitch (A&F) after the global clothing company announced that it is putting an end to the brand’s “sexualized marketing” beginning July this year, according to a report by Washington Post on Friday, April 24.
This means A&F will discontinue using teens with 6-pack abs as door greeters, as well as, their photos in marketing collaterals such as signages, gift cards and shopping bags. The directive also covers Hollister, which is under the A&F portfolio.
Along with the change in campaign, A&F will also junk its “Look Policy, where applicants are hired based on “body type or physical attractiveness”, and will provide opportunities to those who have “a strong work ethic”, the report added.
Instead of models, they will now be called “brand ambassadors”.
The company “expects that it will take some time for customers to realize the benefits of all of these changes,” their official statement said.
The change comes months after chief executive officer (CEO) Mike Jeffries resigned over declining sales. No CEO has been named since his post was vacated December last year.
In a report by Bloomberg released last month, Eric Beder, a New York based analyst at Wunderlich Securities said the listed company “doesn’t have the right formula to work in a very tough teen market.”
In Q4 2014, A&F’s net income dropped 33 percent from US$66.1 million to US$44.4 million. A&F was founded in 1892 in New York.
A&F, which is based in Ohio, is a popular clothing brand, which targets primarily teens. It has at least 400 outlets in the US and in many parts of the globe including Singapore, the UK, Belgium, South Korea and Kuwait, among others.