Gone are the days of shirtless teens and college students standing outside of Abercrombie & Fitch and Hollister stores. The owner of the teen clothing retailers announced on Friday that the companies will no longer use shirtless models at the stores.
Fortune reported that the move comes as the brands are facing intense competition and slumping sales. Therefore, the company decided to make the changes and focus more on customers and less on body image and sexuality.
There will no longer be that type of marketing in store photos, on gift cards or shopping bags. However, shirtless models will, for the time being, still be featured on bottles of Abercrombie’s “Fierce” cologne.
In addition, associates will not be hired based on how attractive they are and better lighting and music in the stores are intended to make a more enjoyable shopping experience.
CNN Money noted that Abercrombie reported a 10 percent decrease in sales last year.
“We are focused on the future not the past, and there is complete alignment that these are the right changes," said A&F brand president Christos Angelides.
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