You know how Abercrombie has the shirtless male model in the entrance of their stores? It’s a brand thing — but, apparently not the same kind of brand thing like sporting white ear buds in an Apple store.
Improv Everywhere executed an interesting brand experiment where they staged 111 men to attempt to shop at Abercrombie with their shirts off — unbeknownst to the store staff, security and shirtless model.
Have a look at their summarized documentary:
Post mortem documentary here (contains some adult language):