A&F Was Forced To Buckle Up His Jacket And Give Up The Marketing Of Naked Men.

A strategy based on "naked men" has saved the stagnation of A&F in the first ten years of the brand CEO Mike Jeffries.

During that period, the number of A&F stores has doubled, and annual sales have jumped from the lowest point of $50 million to $4 billion 500 million.

A&F printed male photos of the upper half of the naked body in shopping bags, shop windows and walls. Of course, male models also filled the front page of the official website.

At the same time, consumers can often see shopping guides in tight clothing.

A&F's marketing strategy, built on physical attractiveness, seems to have been wandering around the border of pmitting erotic information to young people under the age of 22.

Today, this group of sexy heroes will be officially abdicated from July this year, and this change will also take place on the A&F sub brand Hollisters.

"We have given up sexy marketing."

A&F spokesman Mackenzie Bruce said in a statement on April 25th Eastern time, "from today on, our marketing strategy will undergo significant reform.

We will use more vivid images and highlight products and trends. "

The reason why it was abandoned was like the time when it was launched. The popular brand retailer in 2014 dropped 9.1% from 2013 to 3 billion 744 million dollars.

In 2014, the overall profit was only half of that in 2012.

Its performance in the past seven years has been very unsatisfactory.

Since 2009, A&F light has closed 170 stores in the United States. According to Business Insider, it will continue to shut down 180 stores in the United States this year.

This is because young consumers have changed.

In fact, A&F's products are not sexy.

The clothing brand of the flagship, sweater, T-shirt, jeans, slippers and sports pants has not changed much since the 90s of last century. The lack of surprises on the products is enough to make the teenagers who are fond of the taste disappointed.

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Young people turn to spending large sums of money on smart phones and other rapidly changing products.

But A&F's CEO Mike Jeffries has told Bloomberg that he is determined not to discount, because A&F has a low-key luxury.

The outcome is Mike Jeffries, 70 years old, who announced his departure after the stock market opened in December 9th last year.

Mike Jeffries always seems to be in a position to speak. He has publicly declared in 2006 and Salon magazine that he is building a sexually attractive career.

At present, A&F is accused of refusing to apply for a job of a Muslim girl wearing a scarf, which is dissatisfied with the company's investors.

For example, in early 2014, Engaged Capital asked to reorganize the board of directors and reappoint the chief operating officer.

The elderly who have been in office for over 20 years have been unable to keep up with the tide of the market.

Under pressure

Finally agreed to open the retail store lights last year, and removed the once shaded windows.

It will also increase the new speed, reduce the brand Logo, increase the size of clothes, reduce the volume of music in the shop, and cooperate with some sports shoes brands.

What's interesting is that A&F also lightened the iconic Cologne in the store by 25%.

Fragrance Marketing was once an advantage that A&F had never said, but it will also be a past tense.

But according to Bloomberg reports, the positive effects of these pformations have not yet emerged.

The main source of sales slump is in the European and American markets. A&F and its early entry into China in 2012 and Hollisters with better market performance are ready to increase chips in China. In October 2014, it not only went online on the two official website of the official website, but also expected to increase the number of new stores on the basis of the current 9 Hollisters, and the specific information has not yet been released.