Abercrombie & Fitch will unveil a new retail concept this week – The Getaway – inspired by the feelings felt before the start of a long weekend.
Although the stores will still be called Abercrombie & Fitch, the design is meant to replicate an elegant hotel lobby and the merchandise mix is curated to appeal to the diverse needs of a 25-35-year-old customer.
The first two stores will open outside of Milan in the Il Centro Shopping Center and the Del Amo Fashion Center in Los Angeles. They will be approximately 4,500 square feet and will carry both men’s and women’s clothing.
“We want to make every day feel like the start of a long weekend and offer a variety that meets those needs,” said Carey Krug, senior vice president and chief marketing officer for the New Albany, Ohio-based retailer.
So the mix will include clothing and accessories suitable for working out, office wear, heading out for drinks after 5pm or a friend’s wedding. The assortment will address “all activities in the customer’s life for their weekend itinerary,” Krug said, and will include pieces from the company’s best-dressed guest-leaning wedding assortment and best-in-class activewear collection. personal.
“That’s the concept of Getaway, and we’re bringing it to life in a physical experience,” Krug said.
The stores will feature raised fixtures and furnishings, wooden accent walls and separate spaces dedicated to each of the categories.
“We translated our customers’ mindset into an immersive real-world experience,” said Joanna Ewing, group vice president and head of creative for A&F. “Their love for our denim manifested itself in a dedicated denim studio. Fitting rooms are optimized with customizable lighting and elegant design elements. Their affinity for travel is captured in the shop’s hotel atmosphere, complete with a check-in desk. The entire design of these new stores is the unique escape mindset of our customers, brought to life in a way that communicates supreme convenience, which is exactly what Abercrombie stands for.”
The range is targeted at a millennial as well as a Zillennial, which Krug said is “a word we coined” to describe a shopper who is out in the workforce and living alone. “Someone in their mid-20s is our sweet spot,” she said.
The stores will be marketed through the company’s social channels, including TikTok, where it has a strong presence, Krug added.
A&F has more than 300 stores globally in North America, Europe, the Middle East and Africa, and the Asia-Pacific regions. The locations of Getaway’s first two 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 “very penetrating digital experience,” Krug said.
She said that if the concept is successful, the company will open “a list of others” across the country and the world. She declined to give a forecast number or a timetable, saying the public company is in a quiet period before the release of second-quarter results on Aug. 25.
“We’ll see how the customer reacts, but we’re very optimistic,” she said. “Abercrombie’s new Millennial and Zillennial customers continue to use our stores for a variety of needs – whether it’s discovering new products and trends, placing orders online, connecting with friends virtually or IRL, finding their best fit well or simply enjoying the brand experience. Everything from the flow and design elements to the functionality of the spaces was architected to reflect our ideal customer experience, whether they are visiting for a transformative, curated shopping experience or using the omni-hub capabilities of the store.”
Over the past four years, A&F has worked to restructure its retail footprint, opening smaller neighborhood stores and increasing its online presence. At the company’s investor day conference call in June, management laid out its goals of achieving $4.1 billion to $4.3 billion in revenue and an operating margin of at least 8 percent by the end of 2025, compared with $3.7 billion last year. last year’s revenue 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 annual sales growth of 3 to 5 percent by the end of fiscal 2025.