A&F'S New Strategy Of Abandoning Sexy Marketing Will Be Linked To The Value Of The Company

A&F policy reform abandoning male color marketing "appearance policy" has been suspended

This generous policy change will be an innovation, and then the new president will be appointed for Abercrombie and Hollister.

The company said this change means that it will no longer rely solely on the standard of stature to hire a store manager; sexy marketing will also start from the end of July, and will no longer be used as marketing material; shops will mainly focus on consumers; naked men or lifeguards will not appear online, but in addition to the image of A&F Fierce Cologne, because this is the standard of perfume industry, salesmen will no longer be the brand "model" but "brand spokesperson".

Depressed youth

A&F was once popular. At that time, the brand CEO Mike Jeffries was famous for its sexy naked men and American salesmen with perfect shape.

Shortly after he left office, the company said that it had made adjustments to the policies of two brands of A&F and Hollister. It would abandon male color marketing, and would no longer pay too much attention to the appearance of candidates and whether they were American.

Other flagship sexy marketing brands also take similar measures, such as American Apparel.

A&F has received a lot of complaints over the years, claiming that it is alleged to discriminate against recruitment and prefer to hire whites and Americans instead of other ethnic groups.

Recently, the US Supreme Court sued A&F, saying it refused to hire a Muslim woman because she wore a traditional national scarf.

A&F this generous change of policy will be an innovation, and then the new president will be appointed for Abercrombie and Hollister.

The company said the change meant that it would no longer rely solely on the standard of stature to hire a store manager.

It will also start from the end of July, no longer be used as marketing material; shops will mainly focus on consumers; naked men or lifeguards will not appear online, but in addition to the image of A&F Fierce Cologne, because this is the standard of perfume industry, salesmen will no longer be the brand "model" but "brand spokesperson".

The company said the policy linked to the company's value would make the brand "stronger, more flexible and more competitive".

In April 23rd, A&F President Christos Angelides wrote to the regional manager, "these changes are designed to ensure that we focus on the needs of consumers and provide employees with a more inclusive working environment."

Anngelides said that in the recruitment process, "we will not discriminate between employees by appearance or appearance. We will not tolerate any discriminatory acts prohibited by law."

The "appearance policy" has been suspended and replaced by a "minimization of the employee's dress code".

The important thing is that the company has always allowed its employees to work in a standardized way. Today, they will also specify specific specifications in the dress code.

"Angelides said.

One of the points in the dress code is that "companies allow a variety of ways of working."

But some regulations are very clear, such as "not to show pornographic content or large area tattoos."

The company also pointed out that "it is not mandatory for employees to buy or wear branded clothing, shoes, accessories or other products."

A&F's recent change is also a compromise for years of controversy over brands.

The first surrender of the brand was in January 2014, when investors were teenagers.

In order to find better company managers, Jeffries then removed the chairman's post, but still had the title of brand CEO.

Arthur Martinez is still chairman of the board.

Jeffries retired in December 2014, and the brand has been looking for new people to replace him.

Analysts believe that the two positions of chairman and CEO should be separated, while independent directors can better manage the company.

Jonathan Ramsden, chief operating officer, once said: "our consumers are increasingly ignoring brand labels.

They never want to become a mobile billboard.

Ramsden explained that due to the "different international business situations", the company will still provide support for trademark operations in overseas stores.

Last Friday, New York stock exchange data showed that A&F shares fell by 0.1% to $22.86.