Home Videos Photos
PerezHilton CocoPerez Bobbi Kristina Kim Richards Bruce Jenner PerezTV Contact Perez

Abercrombie's Half-Nekked Models Are No Longer Cool

| Filed under: Fashion SmashionModelsBusiness BlitzAbercrombie & Fitch


Sex sells, but apparently not for Abercrombie & Fitch!

The retailer is known for their seksi models and provocative ads, but today's teens, aka Generation C (for creative and connected), could care less.

Marcie Merriman, founder of brand strategy consultancy PrimalGrowth, says Aber needs to reconnect with their audience:

"They’re positioned well to take advantage of this group’s desire to be rebellious and indie and different, because that’s what the brand is about, but right now the product mix doesn’t communicate that or facilitate it."

According to Merriman that means they need to move on from the delicious, shirtless beefcake and, David Maddocks, a former chief marketing officer Converse, agrees.

He explains:

"Abercrombie is still running an offense which is a huge banner of a bare-chested guy with a cute girl who’s not wearing enough clothing. It’s vacuous, there’s no core idea there anymore and people want the richness that comes with real authenticity."

That means they need to stop selling a "uniform" that consists of $70 jeans paired with a generic/overpriced polo shirt or graphic tee.

Despite all the free advice, we have a feeling Abercrombie won't be making any drastic changes soon.

Whatevs. It's not our money!

[Image courtesy of Abercrombie & Fitch.]

Tags: , , , , , , , ,

Email this  »
ACM Awards 2015: The Hottest Couples On The Red Carpet!
ACM Awards 2015: All The Fashion & Red Carpet Looks You Need To See
ACM Awards 2015: Best Dressed
ACM Awards 2015: Worst Dressed
Worst Dressed Celebs Of The Week!
Best Dressed Celebs Of The Week!

Comments are closed.