Abercrombie & Fitch to bring apparel to Zappos

Dive Brief:

In a bid to expand its reach, Abercrombie & Fitch has partnered with Zappos to distribute its apparel through the platform starting Aug. 16, the two companies announced on Thursday. That includes Abercrombie & Fitch's denim offerings and "essential tops."
The two also collaborated on an exclusive footwear collection, which will be available on their respective websites. The collection, ranging from sizes six to 15, has eight styles, including an ankle boot, a stovepipe boot and a strappy heel, according to the announcement.
As part of the deal, Zappos and Abercrombie & Fitch will offer suggested pairings of denim and shoes. Abercrombie & Fitch's denim will also be highlighted in a Denim Shop on Zappos for two weeks. Shoppers can use Zappos' Fit Finder to purchase the best pair, per the announcement.

Dive Insight:

The partnership with Zappos, which is "the first of its kind in the U.S. for Abercrombie & Fitch," comes as the apparel brand continues to develop its omnichannel strategy.

Last month, Abercrombie & Fitch Co. appointed Samir Desai to be its chief digital and technology officer, which is a newly created role at the company. Abercrombie & Fitch Co. CEO Fran Horowitz said under Samir's leadership, the company is looking to continue its digital transformation and enhance its omnichannel strategy.

Through the collaboration with Zappos, the e-commerce platform will showcase Abercrombie & Fitch outfit ideas for women and kids. Abercrombie kids clothing will be available across all categories, including denim, tops and bottoms, the companies said.

"We're all experiencing a wardrobe refresh, swapping our cozy comfort for more stylish pieces," Jeff Espersen, general manager and head of merchandising at Zappos.com, said in a statement. "By offering Abercrombie & Fitch's best-known women's denim and exclusive footwear through an immersive online shopping experience, we're looking to make this transition as fun and seamless as possible for our customers."

The Zappos collaboration comes as jeans are making a comeback. Consumers are increasingly searching for jeans online, and other brands, including Zara, Wrangler and Old Navy, are taking the top spots for jean searches, according to research from Trendalytics.

Though Abercrombie & Fitch partnered with Zappos to reach more consumers, Nike has turned away from the platform. Last year, the athletic brand closed nine wholesale accounts, including Zappos, Belk and City Blue. The move seemed to be part of the company's effort to focus on direct-to-consumer sales.