Abercrombie & Fitch announces a new store concept described as a getaway concept store. The brand wants “to make every day as extraordinary as the beginning of a long weekend.” The design of the stores is reminiscent of a hotel lobby: “Our new, holiday-inspired stores reflect the unity of brand aesthetics and intuitive omnichannel functionality.” said Carey Krug, SVP & Head of Marketing for Abercrombie Brands.
Upscale furnishings and distinctive wood accents aim to convey a new image of Abercrombie & Fitch for young Millennials and Zillennials. “We translated the mindset of our customers into a realistic experience,” said Joanna Ewing, GVP & Head of Creative for Abercrombie Brands. Overall, an “elevated lightness” should be conveyed.
The brand recently celebrated the opening of its first two Getaway concept stores – a new location in Los Angeles and one outside of Milan at Il Centro Shopping Center. Abercrombie plans to open multiple Getaway concept stores around the globe during the remainder of the fiscal year, with more planned for 2023.
About Abercrombie & Fitch
Abercrombie & Fitch is the eponymous brand of Abercrombie & Fitch Co. (NYSE: ANF) and is sold in more than 300 stores worldwide (including Abercrombie Kids) and at www.abercrombie.com.