Why do abercrombie store smell

It was there, clouding your brain as you had your first kiss because basically every boy basically bathed in it from ages It was there, gently wafting through the food court as you ate Sbarro with your besties.

But like the moose logo, the scent of your tween years is being scrubbed from current Abercrombie stores. It all comes down to the volatility of chemicals.

If it takes several chemicals to produce any particular smell, they all need to vaporize into the air at the same rate for that smell to be consistent and consistently good. Prolitec ensures perfect, controlled vaporization, and fine-tunes levels by starting out in a few test stores before scaling a branded smell globally.

The chief problem of designing the smell of a place comes down the invasiveness of scent. You more or less taste it. People coming into that space have not chosen to experience scent.

What it means is the scent has to be really good, subtle, the same all the time, very uniform. All of those are significant technical challenges. Like vanilla.

Apple pie. Chocolate chip cookies. This is an image that current CEO Fran Horowitz has been working hard to shake off since she took the reins in February Read more: Abercrombie came back from the dead by getting rid of its shirtless models and dark stores.

Here's what else has changed for the retailer. In the early to mids, Fierce cologne was sprayed throughout the day by topless models or sales assistants and reportedly even blown through the air-conditioning system , meaning that its stores and even large parts of the surrounding streets or malls were often also polluted with the smell.

While this fanatic fragrance spraying was brought to an end in , the product has continued to be sold in stores and online since then. According to Abercrombie, Fierce ranked in the top four best-selling men's fragrances in the US for the past seven years.

And if you go by online reviews, it's the former image of the scent that's putting customers off. For you. World globe An icon of the world globe, indicating different international options. To companies, this information is nothing new. Already a subscriber? Log in or link your magazine subscription.