A&F, the once golden teen retailer is rolling out a new set of company policies that are dialing back on the sex appeal in favor of friendlier, more approachable marketing. This includes no longer featuring shirtless models at store openings and events, on their bags or any marketing materials throughout the company. The only place a shirtless dude will get featured is on their fragrance, Fierce.
The stores will also turn up the dimmer and tone down the high level of scents that are piped throughout. The sales associates, once dubbed models, will now be known as "brand representatives" .
They have pledged to be"more inclusive and diverse" in their hiring and dress code. It's replacing it's "look policy" with a new dress code allowing employees to be more individualistic. Close toe shoes and nail Polish will now be allowed, as just a few changes.
These changes will all be in motion by July. The question is what will be their new identity?
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