Abercrombie Opens New Travel-Themed Stores – WWD

Abercrombie & Fitch will unveil a new retail concept this week — The Getaway — inspired by the mood ahead of the long weekend.

Although the stores will still be called Abercrombie & Fitch, the design is meant to replicate a chic hotel lobby, and the merchandise mix is ​​curated to meet the diverse needs of a 25- to 35-year-old customer.

The first two stores will open outside of Milan in the Il Centro shopping center and in the Del Amo Fashion Center in Los Angeles. They will be approximately 4,500 square feet and will carry men’s and women’s clothing.

“We want every day to feel like the start of a long weekend and offer an assortment that meets those needs,” said Kerry Krug, senior vice president and head of marketing for the New Albany, Ohio-based retailer.

Inside Abercrombie & Fitch’s new retail concept ‘The Getaway’.

Politeness

So the mix will include clothing and accessories suitable for working out, wearing to the office, going out for drinks after 5pm or to a friend’s wedding. The range will address “all activities in a customer’s life for their weekend itinerary,” Krug said, and will include pieces from the company’s wedding-skewed Best Dressed Guest range and the Your Personal Best activewear collection.

“That’s the Getaway concept, and we’re bringing it to life in a physical experience,” Krug said.

The stores will feature raised fixtures and fittings, wood accent walls and separate spaces dedicated to each of the categories.

“We’ve translated our customers’ thinking into an immersive real-world experience,” said Joanna Ewing, group vice president and head of creative for A&F. “Their love for our denim has manifested itself in a dedicated denim studio. The fitting rooms are optimized with customized lighting and chic design elements. Their affinity for travel is captured in the store’s hotel lobby-like atmosphere, complete with a check-in desk. The entire design of these new stores is our customers’ unique escape mindset brought to life in a way that communicates heightened ease, which is exactly what Abercrombie is all about.”

The range is aimed at both the Millennial and the Zillennial, which Krug said is “a word we made up” to describe a shopper who is working and living alone. “Someone in their mid-20s is our sweet spot,” she said.

The stores will be sold through the company’s social channels, including TikTok, where it has a strong presence, Krug added.

Abercrombie & Fitch unveils its new retail concept: 'The Getaway'.

Abercrombie & Fitch unveils its new retail concept: ‘The Getaway’.

Politeness

A&F has more than 300 stores worldwide in North America, Europe, the Middle East, Africa and Asia Pacific. The locations of the first two Getaway stores were chosen because the company was able to find the right real estate opportunities, and they also represented cities where the brand has a “strong digital experience,” Krug said.

She said that if the concept is successful, the company will open “a layer of others” in the country and the world. She declined to provide an estimated number or timeline, saying the public company is in a quiet period ahead of the release of second-quarter results on Aug. 25.

“We’ll see how the customer reacts, but we’re very optimistic,” she said. “Abercrombie’s young Millennial and Zillennial customers continue to use our stores for a variety of needs — whether it’s discovering new products and trends, placing orders online, connecting with friends virtually or IRL, finding their best fit, or simply brand enjoyment. Everything from the flow and design elements to the functionality of the spaces has been designed to reflect the ideal experience for our customers, whether they visit for transformative, curated shopping or use the store’s omni-hub capabilities.”

Over the past four years, A&F has worked to restructure its retail footprint, opening smaller neighborhood stores and improving its online presence. At the company’s investor day conference call in June, management laid out goals for revenue of $4.1 billion to $4.3 billion and an operating margin of at least 8 percent by the end of 2025, compared with last year’s $3.7 billion dollars in revenue and an operating margin of 1.2 percent in the red in the first quarter of this year. It is also targeting $5 billion in annual sales and compound annual sales growth of 3 to 5 percent by the end of fiscal 2025.

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