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  • Abercrombie is dropping its beefcakes
  • Abercrombie is dropping its beefcakes
    Zona Retiro (2011) ©

Abercrombie is dropping its beefcakes

Entering an Abercrombie & Fitch store, you immediately expect the intense smell of cologne, loud music, dark lighting and, of course, a bunch of half-naked men – also known as beefcakes – greeting you at the door. The latter is now a thing of the past, along with the former CEO's policies.



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    Love them or hate them, American Apparel’s ads get noticed. From mannequins with pubic hair to print ads showing topless employees, there's always plenty of shock value. The new CEO is putting an end to ‘crotch shot campaigns’. But will this less offensive strategy also prove less effective?

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