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Abercrombie & Fitch launches new ‘getaway’ inspired store design concept

Abercrombie & Fitch has introduced a new store concept that has been designed to prioritise omnichannel shopping and an immersive customer experience. The fashion brand said… View Article

FASHION

Abercrombie & Fitch launches new ‘getaway’ inspired store design concept

Abercrombie & Fitch has introduced a new store concept that has been designed to prioritise omnichannel shopping and an immersive customer experience.

The fashion brand said the new “getaway-themed” aesthetic has been inspired by chic hotel lobbies.

Carey Krug, SVP and head of marketing for Abercrombie brands, explained: “Abercrombie’s young millennial and zillennial customers continue to utilise 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 utilising the store’s omni-hub capabilities.”

The stores feature new fixtures and furnishings, wood accent walls, and a range of styled spaces including a denim studio.

Joanna Ewing, GVP and head of creative for Abercrombie brands, added: “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.”

An initial two concept stores have already opened in Milan and Los Angeles. Abercrombie plans to launch further stores in the new style during the remainder of its current financial year.

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