1. Brand Image: Abercrombie & Fitch aimed to create a specific brand image that was youthful, aspirational, and attractive to a certain demographic, primarily young adults and teenagers. The use of shirtless models was part of their strategy to convey a sense of youthfulness, athleticism, and sex appeal.

2. In-Store Experience: Historically, Abercrombie & Fitch stores were known for their distinctive in-store experience, which included dim lighting, loud music, and shirtless or scantily clad models, often positioned at the entrances. This created a party-like atmosphere and was intended to make shopping in their stores an experience in itself.

3. Controversy: Abercrombie & Fitch's use of shirtless models has been a subject of controversy and criticism. Some people viewed it as objectifying and exclusionary, arguing that it promoted unrealistic body standards and reinforced stereotypes of beauty. This controversy led the brand to reevaluate its marketing approach in recent years.

4. Change in Marketing Strategy: In response to changing consumer preferences and criticism of its marketing tactics, Abercrombie & Fitch shifted its marketing strategy. The brand moved away from the overtly sexualized and provocative imagery it was known for and began focusing on a more inclusive and diverse approach that highlighted the clothing rather than the models.

5. Rebranding: Abercrombie & Fitch has undergone a rebranding effort in the 2010s, which included changes in store designs, employee dress codes, and marketing campaigns. The brand has sought to be more inclusive and diverse in its marketing materials, reflecting a more contemporary and socially conscious approach.