US' Abercrombie & Fitch introduces getaway store design concept

The brand recently celebrated the opening of its first two getaway concept stores—a new location at Los Angeles’ Del Amo Fashion Center and another outside Milan in the Il Centro Shopping Center, the company said in a press release.

“Our new getaway-inspired stores reflect the unity of both our brand aesthetic and intuitive, omni-channel functionality,” said Carey Krug, SVP and head of marketing for Abercrombie brands. “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 utilizing the store’s omni-hub capabilities.”

“We translated our customer’s mindset into a real-world immersive experience,” said Joanna Ewing, GVP and head of creative for Abercrombie brands. “Their love for our denim manifested in a dedicated denim studio. The fitting rooms have been optimized with customizable lighting and chic design elements. Their affinity for travel is captured in the store’s hotel lobby-like vibe, complete with a check-in desk. 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.”

Abercrombie plans to open multiple getaway-concepted stores around the globe through the remainder of the fiscal, with even more planned for 2023.

Fibre2Fashion News Desk (KD)