Abercrombie & Fitch
The American company Abercrombie & Fitch has been criticised for its strictly-enforced “look policy”, which stipulates that staff should embrace a wholesome, preppy look. Does looking the image sell more? Staff looking tonk and toned, will it enhance sales? Well it seems to think it will in Italy. The famously image-conscious clothing company has told Italian staff to perform press-ups and squats if they make mistakes. Well on a positive they certainly will look toned and pull in the crowd. So as a customer instead of browsing at clothes, you can be entertained by staff instead.
What is wrong having a topless man by the entrance ready for their picture to be taken. What is wrong entering a shop with the music being nightclub-loud and needing a torch to look at the collection as it’s so dark. On a marketing perspective this label is rocking. Due to its unusual retail tactics everywhere I go, I see people line up waiting to get in. And if people are happy paying £94 for a hoodie, or £50-plus for a polo shirt then that’s OK too.
Fashion writer Melanie Rikey explains it well, “People who are interested in fashion don’t wear Abercrombie, at least not in public. If I were 16, I would make my pilgrimage down to the shop. It is a rite of passage for all teenagers.”
I apologise in advance but whilst out searching for up and coming trends, I decided to head into the Hamburg store and loved what I saw. Nice toned, semi naked men. As for fashion ground breaking products, well that is another story.
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Staff members waiting for your to enter the shop in Hamburg. How hot do they look?
Gosh, shopping has not looked so good
There it is, the pink polo
The hoodie
The DIY shorts?
