For the first time in 15 years, Abercrombie & Fitch launched a new store formula, focusing on the customer experience and without several of its trademark traits, like the excessive use of perfume.
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The American fashion brand will open 7 stores based on its new store formula, but for the time being, the 450 sqm Columbus-based store is the only one. Cork, bronze, galvanised steel, concrete, fake leather, wood and marble create the interior, but the strong fragrance has been replaced with a silkier scent, more subtly spread across the store.
It also includes several shop-in-shops to sell the brand’s perfume or its capsule collections. An entire area will be dedicated solely to denim and the closed-off fitting rooms will allow customers to show off their outfits to friends and family, but still maintain plenty of privacy.
The new formula takes Abercrombie & Fitch away from former CEO Mike Jeffries’ idea of the brand. He wanted to exude exclusivity and was often criticized for his approach. He left the company 3 years ago, but it has taken a while for the brand to develop its own identity.
