As Abercrombie & Fitch’s sister brand, Hollister has been leading the way with almost 50% of its stores being remodeled and experiencing an increase in sales, Abercrombie & Fitch is busy turning around their brand as well to make the customer shopping experience more effective. Take a look at their new store concepts and amenities which will make you change your thoughts on the A&F customer experience!
Abercrombie & Fitch has found a new way to boost their sales, by simply shrinking their stores. On Friday, Abercrombie and Fitch’s CEO, Fran Horowitz, outlined their plans to open 70 smaller stores in 2018, 12 of which will be for the Abercrombie Brand, 7 Abercrombie Kids, and 50 Hollisters. They have since made a significant investment in their stores over the past year as they have created 7 new prototype stores, downsized 16 stores, and closed 39 locations. As of now, A&F has released their second quarter of consecutive growth and has seen same-store sales increase up to 5%!
Moreover, the company undertook a massive rebranding initiative after parting ways with its former CEO in late 2014. The company has since been working on rebranding their “sexualized marketing” into a more wholesome and good-natured strategy in a way to celebrate “individuality and uniqueness.” The new, smaller locations, however, are proving to be effective for the brand. A&F brand president, Stacia Andersen, said in a statement that,“it is important that their stores reflect what the Abercrombie & Fitch brand is today, so they’ve created a new space for their customers, that is warm, inviting, inclusive, and open.”
Consequently, their new stores will be warm and bright, with marble and wood, as well as many light fixtures. The store scent will also be changed to a “lighter, cleaner, gender-neutral fragrance.” The new stores are more shoppable as they have lit up their locations which makes it easier to shop and see the products. They have also installed new fitting rooms, designed as two small rooms within a larger suite so that friends can try on clothing and show each other privately. Additionally, they’ll have “thoughtful amenities,” like light and music controls and a phone charging station. Overall, Abercrombie is going along with the fact that ‘less is more’ when it comes to the store experience, following in the footsteps of other retailers that have shown successful results after innovating the way people shop by offering a more minimalistic shopping experience.