Will a new store design turn Abercrombie & Fitch into a shopping getaway destination?

August 09, 2022

Abercrombie & Fitch (A&F) has launched a new store design – The Getaway – which aims to make “every day as special as the start of a long weekend” for the chain’s young millennial and generation customers Z.

Clothing retailer calls out new store design on display at Del Amo Fashion Center in Los Angeles and another outside Milan, Italy, “an elegant nod to a posh hotel lobby.” The store is focused on improving the omnichannel shopping experience.

“Young Abercrombie Millennials and Gen Zillennial customers continue to use our stores for a variety of needs, from discovering new products and trends, to taking online orders, to connecting with friends virtually or IRL, determine their best fit, or simply enjoy the brand experience,” Carey Krug, SVP and Chief Marketing Officer for Abercrombie Brands, said in a statement. from flow and design to the functionality of the spaces, was designed to reflect the ideal experience for our customers, whether they are visiting for a transformative and curated shopping experience or utilizing the store’s omni-hub capabilities. “

The store, according to A&F, is meant to ooze “sophistication and relaxation.” The retailer is looking to succeed with elevated light fixtures, wood accent walls and dedicated spaces for A&F’s most popular merchandise categories.

Will a new store design turn Abercrombie & Fitch into a shopping getaway destination?
Photo: Abercrombie & Fitch Management Co.

“We’ve translated our customers’ mindset into an immersive real-world experience,” said Joanna Ewing, GVP and Chief Creative Officer for Abercrombie Brands. “Their love for our denim was evident in a dedicated denim studio. The dressing rooms were optimized with customizable lighting and chic design elements. Their affinity for travel is captured in the ambiance of the lobby of the store hotel, complete with a check-in counter. The whole design of these new stores is our customers’ unique getaway spirit brought to life in a way that communicates elevated ease.”

A&F entered 2022 expecting big things after announcing in March that its fourth-quarter operating margin hit its highest level in more than a decade.

The retailer’s first-quarter sales growth slowed to a 4% year-over-year increase as rising food and fuel prices prompted consumers to reconsider spending on clothing and other discretionary categories. A&F lowered its profit forecast for the year as it expects rising costs to act as a headwind.

CEO Fran Horowitz, in a press release, pledged to “tightly manage expenses” and protect “strategic investments in marketing, technology and our customer experience, which should drive sustained long-term sales growth.” term”.

DISCUSSION QUESTIONS: Will Abercrombie & Fitch’s new escape store design resonate with young millennial and Gen Z consumers? Do you think A&F is in a stronger or weaker position than its competitors to face current market challenges?

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“Will Abercrombie & Fitch’s new escape store design resonate with young millennial and Gen Z consumers?”

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