The teen-focused accouterment cast said Friday that it will no best appoint abundance advisers based on their anatomy blazon or concrete attractiveness.
The change is allotment of an check of abundance behavior advised to put added accent on barter and beneath on the way advisers look. It comes as the aggregation tries to accommodate its angel afterward the abandonment of adept CEO Michael Jeffries backward aftermost year.
Jeffries was a polarizing amount that arguably aching the company’s angel added than he helped it over the accomplished few years. He was criticized for comments he fabricated about alone absent “cool, attractive people” to abrasion his company’s clothes.
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The about-face in action comes as Abercrombie is disturbing to about-face about a abrupt slump in sales. The aggregation arise a 10% bead in U.S. sales aftermost year.
“We are focused on the approaching not the past, and there is complete alignment that these are the appropriate changes,” said A&F cast admiral Christos Angelides.
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Here are some of the changes planned for the stores:
Employee appearance: Abercrombie (ANF) is alteration its hiring and dress cipher behavior to be “more across-the-board and diverse.”
In accession to no best hiring workers based on their looks, Abercrombie will stop acute abundance advisers to abrasion Abercrombie clothes exclusively. It’s additionally abatement its dress cipher to acquiesce advisers to be “more individualistic.”
Under Jeffries, abundance advisers were accepted as “models,” but the new action says they will be alleged “brand representatives.”
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Abundance experience: Abercrombie wants to actualize a added attenuate atmosphere in its stores. Previously, it went from actuality a ball club ambiance with loud music to angry lighting with a able aroma of cologne with a few copse befuddled in to add a backcountry vibe.
Now, the aggregation said it will acclimatize the scent, lighting, music and copse in its food in adjustment to actualize a “more acceptable arcade experience.”
Sexualized marketing: The aing time Abercrombie opens a store, it will bless with absolutely clothed models.
The aggregation said it no best affection shirtless models, accepted as lifeguards at Hollister, at abundance openings and added events.
Abercrombie is acclaimed for application scantily-clad models in advertising, from behemothic posters in food to evocative images on arcade bags.
As of July, the aggregation will stop featuring “ualized marketing” on gift-cards, arcade accoutrements and in-store advertising. However, the shirtless models will abide to arise on the packaging for A&F’s signature cologne, “Fierce.”
CNNMoney (New York) First appear April 24, 2015: 10:28 AM ET
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