Abercrombie & Fitch has been trying to stamp out terrible PR caused by douche lord CEO Michael Jefferies for some time now. One of the many reported changes Jefferies is trying to change is reducing the mists of cologne sprayed in its stores by 25%. It’s go-to Fierce and Socal cologne brands will now be less overpowering than before. While that may sound good, leave it to science to come along and just shit on the brand with research that it’s still not enough.
According to Concordia University professor Bianca Grohmann, the choices of scents A&F is using is actually causing customer anxiety. The current scents pumped through the air ducts inside the store may have gone down, but customers will still be looking for the closest exit to GTFO. It’s not the amount that’s in question, but the scents themselves. When customers stage a protest because of odor, there is clearly something wrong. One option Grohmann suggests is to change the scents entirely. Here’s a free tip: stop using scents at all.