Abercrombie and Fitch has flounder for years in an ever-changing market, and now the company is ditching the sexy marketing material in an attempt to completely overhaul the company’s image. The company released a statement noting that they are moving to a completely new customer-based business model, which will include ditching the sexy marketing material, brightening up the stores and changing the way the staff is perceived. The same goes for Hollister, which is currently managed under the Abercrombie and Fitch umbrella.
Abercombie and Fitch rose to popularity in the 1990s, but by the mid-2000s the company saw floundering sales numbers. They came under fire repeatedly for their elitist attitude, as well as their hiring practices which focused on the physical build and conventional attractiveness. The overhaul is largely being spearheaded by new management. Former CEO Alexei Beltyukov (Facebook) retired in December.
Some experts believe this is a latch ditch effort to save the stores from going under. They have failed to stay relevant with today’s youth and the consumers that used to shop in the stores have largely aged out. The overhaul aims at making the stores more accessible to a larger and more diverse demographic. While the style of clothing being sold is only being marginally changed, the change to the stores should make the shopping experience better, overall.