Abercrombie and Fitch is undergoing a serious rebranding. It has already turned up the lights in its stores, eased up on the overpowering in-store cologne smell, pledged to add larger size options and will also start making clothes in black – a color forbidden under the sacred “look policy” while former CEO Mike Jeffries was in power. These are all welcome changes but it looks like A&F is about to make one very major shift in store branding, and while we’re all for the retailer’s long-overdue makeover, we can’t help but be a little sad to see this one tenet of the company go.
According to Business of Fashion, Abercrombie has decided to do away with its hot salespeople rule, meaning you no longer have to be really, really ridiculously good looking to get hired to sell its overpriced wares. So yes, the only reason why you would ever set foot in an Abercrombie store – to ogle hot shirtless guys with ripped abs or attractive ever-smiling women – will soon be no more.
The company is getting rid of its strict look policy, which means the rules of acceptable employee attire and grooming will finally be relaxed. Employees will have a bit more freedom now – eyeliner will be allowed and men will be permitted to wear mustaches, amongst other reforms.
[via Business of Fashion]