Abercrombie & Fitch is launching its new “Escapade” retail concept this week, inspired by the sensations felt at the start of a long weekend.
Designed to replicate a chic hotel lobby, the store’s offering is curated to meet the varied needs of a 25-35 year old customer and prioritize omini-channel purchases.
The concept features clothes and accessories that would be suitable for working out, wearing to the office, going out for a drink after 5 p.m. or at a friend’s wedding.
Carey Krug, senior vice president and head of marketing for Abercrombie Brands, said, “Our new getaway-inspired stores reflect the unity of both our brand aesthetic and intuitive omnichannel functionality. Young customers Millennials and Abercrombie Millennials 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 designed to reflect the ideal experience for our customers, whether they are visiting for a transformative and curated shopping experience or utilizing the omni capabilities -store hub.”
The stores will feature elevated fixtures and furniture, wooden accent walls and separate spaces dedicated to each of the categories.
The first two stores opened outside of Milan at the Il Centro mall and the Del Amo Fashion Center in Los Angeles. They will be approximately 4,500 square feet in size and will offer both men’s and women’s clothing.
Abercrombie said it plans to open several getaway concept stores around the world over the remainder of the fiscal year, with even more planned for 2023.
Joanna Ewing, GVP & Head of Creative for Abercrombie brands added, “We translated the mindset of our customers into an immersive real-world experience. Their love for our denim manifested in a studio dedicated to denim. The fitting rooms have been optimized with customizable lighting and chic design elements.
“Their affinity for travel is captured in the ambience of the hotel lobby, complete with check-in counter. The whole design of these new stores is our customers’ unique getaway spirit brought to life. in a way that communicates elevated ease, which is exactly what Abercrombie stands for.”