A New Image for Abercrombie?

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If you’re like me, you’re normally overjoyed to be greeted by topless male models when you visit the wonderland that is Abercrombie and Fitch. Getting to have your photo taken with one of them is an added bonus. This unique approach to welcoming prospective customers has proved all too effective in both the UK and America.

In the last few weeks the brand has made a plan to rethink how it does things, with “sexualised marketing” and those topless “greeters” due to be axed. It is also set to make some crucial changes to its much-criticised recruitment policies so every individual has an equal opportunity to work for this admirable designer label.

A letter sent to US managers last week reported that “There will no longer be sexualised materials including in-store photos and shopping bags.” “Abercrombie & Fitch will not tolerate discrimination in hiring based on body type or physical disabilities.”

At the moment, it is still undecided whether this change of tack will be initiated in the company’s British stores. Over the past few years, Abercrombie & Fitch has faced an overwhelming amount of negative publicity including unpaid overtime and employment based solely on appearance and so it will be interesting to see whether such a move will spell the beginning or end of the brand.

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