At last, Abercrombie & Fitch is (willingly) opening its doors to the lesser humans, those unfortunate souls who do not walk around looking like top models 24/7. After years of toting a “hot people only” policy, Abercrombie & Fitch has finally come to the realization that such exclusiveness may actually be bad for business. It took a major backlash and the recent retirement of Abercrombie CEO Mike Jeffries for the business establishment to come around.
But what if it’s all for nothing?
First, its important to remember that Abercrombie & Fitch is fighting a well-established reputation for racism, sexism, and classism. Then there was the fallout over Jeffries’ controversy comments about the company’s desired consumer base.
“He doesn’t want larger people shopping in [Abercrombie & Fitch], he wants thin and beautiful people. He doesn’t want his core customers to see people who aren’t as hot as them wearing his clothing. People who wear his clothing should feel like they’re one of the ‘cool kids.’”
After these comments made the news, it was pointed out that A & F is actually considered “uncool” by stylish teens and young adults. In fact, the public’s negative response was so strong, it perhaps acted as a crude wake-up call. Not only was Abercrombie considered less stylish than rivals like H & M and American Eagle, the brand is pretty much loathed by many potential customers.
The 6 Major Changes Announced for Abercrombie & Fitch and Hollister: http://t.co/sXDE8dG17k pic.twitter.com/ksuWyFICqt
— Teen Vogue (@TeenVogue) April 24, 2015
Abercrombie & Fitch hopes that adjusting its policy of “pretty only” employees and parading around of hot half-naked men will put it in the good graces of the general public. A more inclusive attractiveness policy would certainly be a positive step image-wise, but there’s also the potential for backlash.
First, this move towards inclusiveness will likely be met with a great deal of cynicism. It’s not secret that A & F has been on the decline over the past 30 years, a decline more strongly felt in recent years. Would the controversial company be “lowering itself” to reach out to normal shoppers if it weren’t for sagging sales?
Reportedly, brand experts oppose the dramatic shift for a completely different reason. There are fears that no more pretty faces and beefcake will mean the company no longer has a distinguishing selling point to offer customers.
“They are going to turn up the lights and put shirts on the dudes, but there is no accompanying story. That is a big danger for Abercrombie.”
Fran Horowitz, president of Abercrombie’s Hollister brand, seems confident of the company’s new direction. Though Horowitz also admits A & F is working hard to successfully maneuver its way through a tough transition.
“We do have very strong, iconic brands, and our intent is to make sure that we keep the spirit of those things alive while modernizing what’s happening here.”
Is it too late to turn around the negative image acquired by Abercrombie & Fitch, or will the public take the brand seriously due to the loss of beefcake?
[Image Credit: William Murphy ]