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Abercrombie & Fitch to debut new store concept

US fashion retailer Abercrombie & Fitch is to introduce a new store concept for the first time in more than 15 years.

FASHION

Abercrombie & Fitch to debut new store concept

US fashion retailer Abercrombie & Fitch is to introduce a new store concept for the first time in more than 15 years.

The concept will debut on 17 February at Abercrombie & Fitch’s store at the Polaris Fashion Mall in Columbus in the state of Ohio. Designed by MJ Sagan, it is the first of seven that will be built this year as the retailer looks provide its customers with a new vision of the brand.

Stacia Andersen, brand president of Abercrombie & Fitch and Abercrombie Kids, said: "It is important that our stores reflect what the Abercrombie & Fitch brand is today, so we've created a new space for our customers, that is warm, inviting, inclusive and open. We are excited for customers old and new to rediscover what is at the core of this American Heritage brand: timeless, high-quality clothing that you want to live in."

The storefront is transparent and features a metal sculpture of an A&F logo first used in the early 1900s. On entering the store, the customer will discover two shop-in-shops: a fragrance "apothecary" and an area for seasonal capsule collections. There will also be a dedicated denim room.

Mannequins for both genders will live on a concrete platform that runs from the storefront through the middle of the store. The updated layout includes features such as innovative fitting rooms comprising two individual capsules within a larger, private suite. Each suite has separate controls for light and music, as well as a phone charging dock.

Sagan said: "The new Abercrombie and Fitch store design illustrates a strong brand, with a rich history that is evolving and moving forward. A cohesive material palette, an elevated collection and residential scale elements enhance the personal, more intimate aspect of the A&F shopping experience."

Abercrombie & Fitch operates approximately 285 stores in 20 countries.

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