Abercrombie & Fitch introduces 'vacation' retail design concept
Abercrombie & Fitch Unveils Getaway-Themed Store Concept
In a move to appeal to the modern shopper, Abercrombie & Fitch has unveiled a new store concept themed around getaways. The design is reminiscent of a chic hotel lobby and prioritizes an omnichannel shopping experience.
The concept made its debut concurrently at the Del Amo Fashion Center in Los Angeles and the Il Centro Shopping Center outside Milan. Abercrombie plans to open multiple getaway-themed stores this year and in 2023.
The store layout includes wooden accent walls, elevated fixtures, and dedicated spaces for some of the company's popular categories, as well as a counter designed to resemble a hotel check-in desk. The store concept also boasts a denim studio and customizable fitting room lighting.
"Our young millennial and zillennial customers are using our stores for diverse purposes - be it discovering new products and trends, picking up online orders, socializing, or simply immersing in the brand experience," explained Carey Krug, senior vice president and head of marketing for Abercrombie brands.
"The flow, design elements, and functionality of the spaces have been tailored to reflect our customers' ideal experience, whether they visit for a transformative, curated shopping experience or utilize the store's omni-hub capabilities," Krug continued.
Abercrombie & Fitch has faced criticism in the past for stores that were characterized by loud music, signature scent, and controversial marketing. The company was the subject of the documentary "White Hot: The Rise & Fall of Abercrombie & Fitch," which delved into the cultural impact of the apparel retailer during the late '90s through the 2000s. In response to the film, CEO Fran Horowitz stated, "Since I became CEO in 2017, we've overhauled Abercrombie and transformed it into a place of belonging."
In June, Abercrombie & Fitch Co. announced the "Always Forward Plan," a strategy to spur its global growth across brands. This strategy includes efforts to streamline its store network and expand e-commerce operations, with long-term goals of generating $5 billion in annual revenue.
While the new store concept suggests an investment in getaway-themed product lines and experiences within its existing channels, there is currently no evidence of a formal expansion plan for dedicated getaway-themed physical stores beyond what's already available through its retail and digital strategy.
- Abercrombie & Fitch, aiming to appeal to modern shoppers, is planning to open multiple getaway-themed stores this year and in 2023, merging fashion, retail, and lifestyle into an immersive shopping experience.
- The store design is fashion-and-beauty-driven, with wooden accent walls, elevated fixtures, and dedicated spaces for popular categories, and even a denim studio with customizable fitting room lighting.
- In the industry, Abercrombie's new approach signals a shift from its controversial past towards a more inclusive and transformative shopping experience, with an emphasis on an omnichannel shopping journey.
- The company's growth strategy, announced as the 'Always Forward Plan', involves streaming its store network, expanding e-commerce, and aiming for $5 billion in annual revenue, with a focus on fashion, music, finance, and technology.
- As Abercrombie & Fitch takes bold strides into the future, it's yet to formally announce a dedicated expansion plan for getaway-themed physical stores, hinting at growing their presence within the existing retail and digital channels.
