Dive Brief:
- Abercrombie & Fitch on Monday announced a new getaway-themed store concept.
- The aesthetic is a “nod to a chic hotel lobby” and prioritizes omnichannel shopping, per the release.
- The concept debuted at the Del Amo Fashion Center in Los Angeles and in the Il Centro Shopping Center outside of Milan. Abercrombie will open multiple getaway-concept stores this year and in 2023.
Dive Insight:
Abercrombie & Fitch wants to make every day feel like the start of a long weekend.
Its new getaway concept, which is aimed at millennial and zillennial shoppers, includes wood accent walls, “elevated” fixtures and furniture, and spaces that are dedicated to some of Abercrombie’s most well-known categories. It also features a counter that looks like a check-in desk of a hotel.
The store concept also includes a denim studio and fitting rooms that have customizable lighting.
“Abercrombie’s young millennial and zillennial customers continue to utilize our stores for a variety of needs —whether it’s discovering new products and trends, picking up online orders, connecting with friends virtually or IRL, figuring out their best fit, or simply enjoying the brand experience,” Carey Krug, senior vice president and head of marketing for Abercrombie brands, said in a statement. “Everything from the flow and design elements to the functionality of the spaces was architected to reflect our customer’s ideal experience, whether they’re visiting for a transformative, curated shopping experience or utilizing the store’s omni-hub capabilities.”
Abercrombie & Fitch received criticism regarding its stores, which were known for loud music, heavy signature scent and sexualized marketing. The company was recently the subject of the documentary “White Hot: The Rise & Fall of Abercrombie & Fitch,” which explored the cultural impact of the apparel retailer during the late ‘90s through the 2000s. In a statement on social media addressing the film, CEO Fran Horowitz wrote in a statement, “Since I became CEO in 2017, we’ve overhauled Abercrombie and transformed with intention into a place of belonging.”
Abercrombie & Fitch Co. announced in June its “Always Forward Plan,” a strategy to accelerate its global growth across brands. It includes efforts toward a smaller, modernized and more profitable store base, and long-term targets of $5 billion in annual revenue.
