Shirts on, Boys. Abercrombie Says It's Done With Sexualized Marketing

Brand will now focus on 'showcasing product and trends'

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Have we seen the last of Abercombie & Fitch's shirtless models?

In an attempt to refresh the brand, Abercrombie is looking to shake off its ab-oriented image. By the end of July, the brand, along with its sister brand Hollister, will no longer use sexualized marketing tactics, including its famed shirtless in-store models. 

"We have moved away from sexualized marketing," Mackenzie Bruce, spokeswoman for Abercrombie, told Adweek. "Today, our marketing has undergone a significant evolution. We are using mostly color images and are focused on showcasing product and trends." 

The brands will tone down their marketing materials, including in-store photos, gift cards, and shopping bags.



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