Want to feel as though you’re starting a weekend away? Just visit the latest store design concept from Abercrombie & Fitch, a getaway-themed aesthetic that launched at Los Angeles’ Del Amo Fashion Center and outside Milan in the Il Centro Shopping Center.
The prototype is a stylish nod to a chic hotel lobby, designed to prioritize omnichannel shopping and provide customers with an immersive interpretation of the Abercrombie experience of today, the retailer said.
“Our new getaway-inspired stores reflect the unity of both our brand aesthetic and intuitive, omnichannel functionality,” said Carey Krug, senior vice president and head of marketing for Abercrombie brands. “Abercrombie’s young millennial and zillennial customers continue to utilize our stores for a variety of needs, whether it’s discovering new products and trends, picking up online orders, connecting with friends virtually or in real life, 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 omnihub capabilities.”
The new getaway-themed retail spaces include elevated fixtures and furnishings, wood accent walls, and styled spaces dedicated to the categories Abercrombie is most known, all of which organically form an environment crafted exclusively for young millennial and zillennial customers seeking a vacation from the typical shopping space.
“We translated our customer’s mindset into a real-world immersive experience,” said Joanna Ewing, global vice president 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 year, with even more planned for 2023.
