Abercrombie & Fitch announces major policy changes
Retailer Abercrombie & Fitch, which operates stores under its namesake brand and Hollister, has declared that it will not take body type or physical attractiveness into account while hiring store associates.
The New Albany, Ohio-based retailer also said allowed its employees to be more individualistic in their terms of their dresses. The company effectively ditched its “look policy” that so far prevented employees to wear eyeliner and make certain hair styles among many other things.
The company also decided to bid adieu to “sexualized” photographs that it has been using as part of its marketing efforts in its stores as well as on its shopping bags and gift cards.
The changes are part of the company’s efforts to get rid of its “sexy” image that was established by former chief executive Mike Jeffries, who stepped down in December last year amid declining sales.
Ken Perkins, president of retail research firm Retail Metrics LLC, said, “Abercrombie & Fitch has to find its niche. I don't know what that's going to be. Edgy was it. You are not going to see totally wholesome, but I think the era has passed it by. They need to do something different."
The changes in the company’s policies were brought on by senior executives Christos Angelides and Fran Horowitz, who are the presidents of Abercrombie & Fitch and Hollister brands respectively. Both joined the company last year.
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