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Abercrombie & Fitch Losing Shirtless Hunks, Snotty Attitude

Abercrombie & Fitch is getting a makeover—well, a makeunder, actually. The once-cool retailer, founded in 1892, has taken a hit in the market in recent years and decided to adjust its image to attract the young shoppers it once had a lock on.

Reports CBS.com:

Abercrombie is now turning up the lights at its stores and turning down the music... It's also easing up on the fragrance that it sprayed all over the place. It's removing the blinds that were designed to give it an exclusive, don't-look-in-here feel. The company is considering using window displays to show off its products. And all those photos of abs and more abs are being replaced with photos of stuff people might actually wear.

Those were the hallmarks of embattled CEO Mike Jeffries, who is facing declining sales for eight straight quarters and criticism for saying elitist things like he only markets "to cool, good-looking people." And Abercrombie & Fitch stores are adding larger sizes and black clothes—two other things once banned by Jeffries. The brand's omnipresent logo will also be more subtly displayed on clothing.

“[Our] customer is changing, and we’re ready to change with her and him,” said Jeffries.

While we're all for not having to see armies of A&F clones march through the streets, we'd hate to think of all those Adonises being put out of work. Don't throw the baby out with the bath water, folks.

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