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Abercombie & Fitch to Tone Down Stores, Cover Up Models

The store is looking to attract more customers


Abercombie & Fitch (ANF) is ditching it’s current style in an effort to attract more customers.

Source: Flickr

Abercombie & Fitch is planning to tone down on shirtless models, remove blinds from stores and may also include life-sized models in store windows for advertising. The retailer also plans to remove some scents from its fragrances, start selling black clothing and replace large logos with bigger clothes, reports Headlines & Global News.

The changes are coming to Abercombie & Fitch after the company has posted decreased sales for the last four fiscal quarters. The company has also seen profits decrease by 77% and its newly opened stores saw sales drop 19%. The retailer’s CEO claims that the company is ready to change with its customers, Headlines & Global News notes.

“They’re radical changes for Abercrombie, but for everybody else they’re kind of retail 101,” Dorothy Lakner, an analyst at Topeka Capital Markets, told Businessweek.

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