Abercrombie's Half-Nekked Models Are No Longer Cool

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├óΓé¼Γäóre positioned well to take advantage of this group├óΓé¼Γäós desire to be rebellious and indie and different, because that├óΓé¼Γäós what the brand is about, but right now the product mix doesn├óΓé¼Γäót 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├óΓé¼Γäós not wearing enough clothing. It├óΓé¼Γäós vacuous, there├óΓé¼Γäós 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.]