No more abs at Abercrombie

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Abercrombie Puts Its Shirt Back On

A once-popular teen retailer is in for some big changes amid dwindling profits. Abercrombie and Fitch is finally covering up.
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No more abs at Abercrombie
UNITED STATES - JUNE 02: Cabs drive in front of a billboard surrounding the future home of a new Abercrombie & Fitch store, Thursday, June 2, 2005 in New York. Gasoline prices near April's record high restrained spending and the third straight month of cool weather hurt sales of items such as swimwear and outdoor grills at chains including Wal-Mart, the largest retailer. Sales at luxury chains including Nordstrom surged as upper-income workers led April wage gains that were the biggest in eight years. (Photo by Daniel Acker/Bloomberg via Getty Images)
Commuters are reflected in a building across from an Abercrombie & Fitch Co. advertisement in the business district of Central in Hong Kong, China, on Tuesday, Oct. 15, 2013. The Government is scheduled to release unemployment figures on Oct. 17. Photographer: Brent Lewin/Bloomberg via Getty Images
MUNICH, GERMANY - OCTOBER 25: Male models outside Abercrombie & Fitch during the opening of Abercrombie & Fitch flagship store on October 25, 2012 in Munich, Germany. (Photo by Hannes Magerstaedt/Getty Images)
About 40 Abercrombie & Fitch (A&F) models line outside the A&F store to take pictures with passersby in Knightsbridge, a Singapore shopping mall on December 9, 2011. A&F's first Singapore store will open to the public on December 15. AFP PHOTO / SIMIN WANG (Photo credit should read SIMIN WANG/AFP/Getty Images)
MUNICH, GERMANY - OCTOBER 25: Young women pose for photographs with male models outside Abercrombie & Fitch during the opening of Abercrombie & Fitch Munich flagship store on October 25, 2012 in Munich, Germany. (Photo by Hannes Magerstaedt/Getty Images)
Pedestrians walk past a massive billboard outside the Singapore store of US fashion retailer Abercrombie and Fitch along the main shopping belt Orchard Road in Singapore on September 30, 2011. A local advertising watchdog has called for the removal of the 'indecent' billboard after some Singaporeans complained to a local newspaper. AFP PHOTO/ROSLAN RAHMAN (Photo credit should read ROSLAN RAHMAN/AFP/Getty Images)
A man uses his mobile phone to take photographs of topless male models waving to a crowd of onlookers from the soon to open Abercrombie & Fitch flagship clothing store in Hong Kong on August 5, 2012. The store is due to be opened for trading on August 11. AFP PHOTO / LAURENT FIEVET (Photo credit should read LAURENT FIEVET/AFP/GettyImages)
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"No more of the nightclub vibe and the loud heavy pumping music. Mannequins with clothes on them instead of those abs that have offended so many people out there."

In an interview with Bloomberg, CEO Mike Jeffries said because of a 77 percent drop in profits, the company will introduce a number of radical changes to win back teens. He said, "Abercrombie and Fitch is targeted to its customer, its customer is changing, and we're ready to change with her and him."
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CEO Mike Jeffries
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No more abs at Abercrombie
Bob Haboldt, Daniel Romaldes, Annabel Seldorf, Store Architect, Mike Jeffries, Abercrombie & Fitch CEO and Guest (Photo by Michael Loccisano/FilmMagic for Paul Wilmot Communications)
US Mike Jeffries, CEO of US clothing retailer Abercrombie & Fitch leaves the store on the Champs Elysees avenue in Paris on October 27, 2012, as some workers protest against their working conditions. They declared the management did not respect French social rules. AFP PHOTO BERTRAND GUAY (Photo credit should read BERTRAND GUAY/AFP/Getty Images)
Mike Jeffries, Abercrombie & Fitch CEO, and Bruce Weber (Photo by Michael Loccisano/FilmMagic for Paul Wilmot Communications)
Mike Jeffries CEO of Abercrombie & Fitch and Gilbert Harrison (Photo by David Pomponio/FilmMagic for Paul Wilmot Communications)
Mike Jeffries, Abercrombie & Fitch CEO, and Bruce Weber (Photo by Michael Loccisano/FilmMagic for Paul Wilmot Communications)
Paul Wilmot and Mike Jeffries, Abercrombie & Fitch CEO (Photo by Michael Loccisano/FilmMagic for Paul Wilmot Communications)
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Those changes will include quieter music, brighter lights, less cologne and fewer pictures of abs. In other words, the store will be less offensive to multiple senses.

For years, Jeffries has been criticized for reported exclusivity in hiring only good-looking white people. The trend even sparked a series of MADtv sketches.

In 2013, Jeffries told Business Insider, "We go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don't belong, and they can't belong. Are we exclusionary? Absolutely."

Changes are set to take place over the next few months.
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