Abercrombie & Fitch has unveiled a new store experience inspired by how customers feel before a long weekend.
The apparel retailer debuted its new “getaway” inspired design concept with a store at Del Amo Fashion Center in Los Angeles, and another at Il Centro Shopping Center, outside of Milan (Italy). Abercrombie plans to open multiple getaway-concept stores around the globe through the remainder of the fiscal year, with more planned for 2023.
The travel aesthetic affinity is captured in the store’s hotel lobby-like vibe, complete with a check-in desk. Elevated fixtures and furnishings and wood accent walls contribute to the refined, stylish feel. The fitting rooms have been optimised with customisable lighting and chic design elements.
The merchandise assortment includes a mix of apparel and accessories curated to meet the needs of young millennial and zillennial customers (approximately 22- to 35-year-old consumers), with styled spaces dedicated to specific categories. The offerings include a denim studio.
“We translated our customer’s mindset into a real-world immersive experience,” said Joanna Ewing, GVP and Head of Creative for Abercrombie brands. “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.”
