Abercrombie & Fitch, a clothing merchant targeting young people, is making changes after years of fielding objections to its marketing practices.
The company is well known for using highly sexualized marketing techniques to lure young people into its stores. Monica Cole of American Family Association's One Million Moms cites a couple of changes new management is making.
“They're no longer using half-dressed models at live events or undressed models on their shopping bags,” she explains. “One Million Moms feels that consumer complaints and concerns had a lot to do with these changes.”
Cole says consumers making a purchase and receiving a bag with a lewd image on it were actually displaying soft porn as they carried it through the mall.
Cole says another objectionable practice of the company has been halted. “The posters Abercrombie & Fitch used in their stores had nude models who just had their clothing strategically placed so nothing was seen, but the posters in general were obscene,” she describes. “These posters were removed after our voices were heard.”
In addition, the firm is hiring people based on experience and other factors rather than body type or physical attractiveness, as it has been in the past. Abercrombie & Fitch has been losing business for some time, prompting CEO Mike Jeffries to step down six months ago.
Editor's Note: OneMillionMoms.com is a division of the American Family Association, the parent organization of the American Family News Network, which operates OneNewsNow.com.