Abercrombie & Fitch will unveil a new retail concept this week – The Getaway – inspired by feelings before the start of a long weekend.
Although the stores will still be called Abercrombie & Fitch, the design is intended to replicate a chic hotel lobby and the merchandise range is curated to meet the varied needs of a 25-35 year old shopper.
The first two stores will open outside of Milan at Il Centro mall and Del Amo Fashion Center in Los Angeles. They will be approximately 4,500 square feet in size and will wear men’s and women’s clothing.
“We want every day to feel like the start of a long weekend and deliver an assortment that meets those needs,” said Carey Krug, senior vice president and chief marketing officer for the New Albany, Utah-based retailer. ‘Ohio.
So the mix will include clothes and accessories appropriate for working out, wearing to the office, going out for drinks after 5 p.m., or to a friend’s wedding. The assortment will address “every activity in the customer’s life for their weekend itinerary,” Krug said, and will include pieces from the company’s Best Dressed Guest wedding assortment and activewear collection. Your Personal Best.
“That’s the Getaway concept and we’re bringing it to life in a physical experience,” Krug said.
The stores will feature elevated fixtures and furniture, wooden accent walls and separate spaces dedicated to each of the categories.
“We translated the mindset of our customers into an immersive real-world experience,” said Joanna Ewing, group vice president and chief creative officer at A&F. “Their love for our denim was evident in a dedicated denim studio. The dressing rooms were optimized with customizable lighting and chic design elements. Their affinity for travel is captured in the ambiance of the lobby of the store hotel, complete with a check-in counter.The entire design of these new stores reflects the unique getaway spirit of our customers, put into practice in a way that communicates elevated ease, which is exactly what Abercrombie stands for.
The assortment is aimed at a Millennial as well as a Zillennial, which Krug says is “a word we coined” to describe a shopper who is in the workforce and lives alone. “Someone in their mid-twenties is our strong point,” she said.
The stores will be marketed through the company’s social networks, including TikTok, where it has a strong presence, Krug added.
A&F has more than 300 stores worldwide in North America, Europe, the Middle East, and Africa and Asia-Pacific regions. The locations for the first two Getaway stores were chosen because the company was able to find the right real estate opportunities and they also represented cities where the brand has a “highly penetrated digital experience,” Krug said.
She said if the concept is successful, the company will open “a list of others” in the country and around the world. She declined to provide a forecast number or timeline, saying the public company was in a quiet period ahead of its second-quarter earnings release on Aug. 25.
“We’ll see how the customer reacts, but we’re very optimistic,” she said. “Young Abercrombie Millennials and Zillennial customers continue to use our stores for a variety of needs – from discovering new products and trends, to taking orders online, to connecting with friends virtually or IRL, to determine their best fit or simply to enjoy the brand experience. . Everything from the flow and design elements to the functionality of the spaces has been crafted to reflect the ideal experience for our customers, whether they are visiting for a transformative and curated shopping experience or utilizing the omni- store hub.
Over the past four years, A&F has worked to restructure its retail footprint, opening smaller neighborhood stores and improving its online presence. At the company’s Investor Day conference in June, management set out its goals to achieve $4.1 billion to $4.3 billion in revenue and an operating margin of at least $8. percent by the end of 2025, compared to $3.7 billion in revenue last year, and operating margin of 1.2 percent in the red in the first quarter of this year. Additionally, it is targeting $5 billion in annual sales and compound annual growth of 3-5% by the end of fiscal 2025.
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