Abercrombie, I think your marketing is having adverse effects.
I just got a guy’s coffee. He was doused in your cologne. Instead of thinking, “Wow, he smells good,” I thought, “Ugh. He smells like an Abercrombie store.”
Objectively, the smell was good! If I’d never smelled it before, I would have liked it and maybe asked what kind of cologne he was wearing.
Instead, it reminded me of the dark stores with weird fake palm trees and embarrassingly attractive people handing me sale flyers. I was transported back to 9th grade when I first entered an Abercrombie store, felt immediately not cool enough, and left. I’m sure I wrinkled my nose. I may have given him a look.
He seemed so approachable!
Until I smelled him.