(PCM) Can we say it’s about time! Clothing retailer Abercrombie & Fitch has announced that they are doing away with their old highly-sexualized marketing techniques and saying goodbye to using half-naked male models on everything from their shopping bags to billboards. The company says that these flashes of flesh and abs would no longer be welcome in their stories.
It is no doubt that the resignation of former controversial Abercrombie CEO Mike Jeffries has something to do with these much needed changes. Jeffries was well-known and highly criticized over the years for his overly sexual and racist business viewpoints and stirred up ton of controversy when he was quoted as saying that he did not want to see ugly or overweight people wearing the brand. Jeffries stepped down as CEO of the company back in December.
The company claims that they analyzed many sentiments and opinions that came directly from consumers and decided that it was time to make a change. In addition to the marketing and advertising changes the company also revealed that they are revamping the company’s hiring policy which was based on both body type and physical attractiveness. They are taking on a more open-minded approach and also revealed a new dress code which would allow employees when hired to be more individualistic.
These new company-wide changes will apply to both Abercrombie & Fitch stores and Hollister as well!