No More Good Looking Models for Abercrombie & Fitch
You no longer have to be good-looking to work for Abercrombie & Fitch Co. In the wake of declining sales, the clothing retailer, which pioneered the sexy made male models with ridiculously ripped abs in their stores and advertisements, has announced an extensive series of new policies aimed at improving in-store customer experience, combating its exclusive reputation, and toning down its sexy image.
“A&F will no longer use shirtless models for store openings and events,” the company memo states, getting rid of the last legacy of former Chief Executive Officer Mike Jeffries, who left last year.
“We’ve put the customer at the centre of the business,” said Christos Angelides, president of the company’s Abercrombie brand.
They also will no longer have shirtless men parading about outside and they will also no longer used sexualized images on its shopping bags and that staff will no longer be hired based on their attractiveness. Sales clerks will no longer be called models, now they will be known as brand ambassadors.
They will also be increasing lighting in their stores and decreasing its powerful trademark aroma by July.
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