Nine months ago, Abercrombie & Fitch began a great purge of its ubiquitous abs. Hoping the shift in marketing would win back teen shoppers, Abercrombie's billboards and website started featuring clothed models instead of bared, tanned, sculpted male torsos. Sexy photos stopped appearing in Abercrombie's investor presentations. And the shirtless armies of identical sandy-haired male models who greeted customers at new Abercrombie stores put their clothes back on.
Abercrombie's ab elimination is nearly complete, but there's still a lone, rippling holdout: the company's “Fierce” cologne.