There is a new store experience at Abercrombie & Fitch and it’s all about making every day feel exceptional.
The get-away theme is aimed at prioritizing omnichannel shopping and providing customers with an immersive interpretation of the brand experience, according to a press release.
The brand celebrated the opening of its first two getaway concept stores — a location at Los Angeles’ Del Amo Fashion Center and another outside Milan in the Il Centro Shopping Center.
“Our new getaway-inspired stores reflect the unity of both our brand aesthetic and intuitive, omnichannel functionality,” Carey Krug, SVP and head of marketing for Abercrombie brands, said in the release.
“Abercrombie’s young Millennial and Zllennial 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. 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.”
Refinement and relaxation are a big focus in the new getaway-themed retail spaces, which include elevated fixtures and furnishings, striking wood accent walls and styled spaces dedicated to the categories Abercrombie is most known — all of which organically form an environment crafted exclusively for young Millennial and Zillennial customers seeking a vacation from the typical shopping space.
“We translated our customer’s mindset into a real-world immersive experience,” Joanna Ewing, GVP and head of creative for Abercrombie brands, said in the release.
“Their love for our denim manifested in a dedicated denim studio. The fitting rooms have been optimized with customizable lighting and chic design elements. Their affinity for travel is captured in the store’s hotel lobby-like vibe, complete with a check-in desk. The entire design of these new stores is the unique getaway mindset of our customers brought to life in a way that communicates elevated ease, which is exactly what Abercrombie represents.”
Abercrombie plans to open multiple getaway concept stores worldwide through the remainder of the fiscal year, with even more planned for 2023.
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