Abercrombie & Fitch ending sexualised marketing in stores and on merchandise

3AMBERCROMBIE & Fitch’s trademark hotties are going the way of the dinosaur, as the retailer announced the brand will discontinue the use of “sexualised marketing” at all of its locations by the end of July.

The New York Post reports that shirtless men will no longer greet you at the door of Abercrombie & Fitch.

The retailer said it would no longer used sexualised photos on its shopping bags and that staff will no longer be hired based on their attractiveness. Sales clerks will no longer be called models, now they will be know as brand ambassadors.

The retailer is scaling back the sexiness at all A&F and Hollister locations, with the goal of being rid of all shirtless paraphernalia by July.

They will also make their stores less like a darkened nightclub by increasing lighting and decreasing its powerful trademark aroma.

The move probably has something to do with Ambercrombie’s lacklustre sales, which have fallen in six of the past eight years. Abercrombie profit shrank 5.1 per cent in 2014 and same-store sales tumbled 10 per cent last quarter.