Abercrombie & Fitch opened two new central London shops final week as a part of its UK enlargement: Oxford Road and Covent Backyard. TheIndustry.vogue determined to go to the latter as a part of its Secret Shopper collection to evaluate whether or not the all-American favorite has really been in a position to re-establish its bricks-and-mortar presence since its heyday within the early 2010s.
Based in 1982 as a sporting items retailer, Abercrombie & Fitch has extra heritage than one would possibly assume. David Abercrombie, a surveyor, established the corporate in a small waterfront store in New York, and lawyer and actual property developer Ezra Fitch grew to become a accomplice in 1900. In its earliest days, the model was identified for its shotguns, fishing rods, fishing boats, and tents. A far cry from what it was to develop into from the Nineties onwards.
Anybody who remembers the unique format of an Abercrombie & Fitch retailer from the times will surely have a number of preconceptions about what their newest bricks-and-mortar presence would possibly entail.
First, an nearly full lack of lighting which permits you the singular expertise of buying an merchandise of clothes with out truly realizing what it appears like. Second, a syrupy aftershave aroma that smells precisely such as you’re in an Abercrombie retailer but additionally smells like all different aftershaves. And at last, a military of rippling, partially-nude gross sales assistants, a few of whom might or might not have been employed for the only function of dancing on the spot to the lyricless beat blaring overhead. Lastly, a lot of wood decor and possibly an infinite taxidermy moose head.
TheIndustry.vogue took a lunchtime go to to the shop to find what number of of those habits the model has managed to kick because it started its rebrand in 2015, transferring away from huge logos and a sullied title which had develop into synonymous with unique sizing and promoting, with many arguing it promoted an unrealistic physique picture.
Location
On the Monopoly board of buying locations, a stone’s throw from Covent Backyard tube station is definitely up there. Positioned on the nook of Lengthy Acre and Slingsby Place, no shopper is lacking this three-storey retailer in a rush. And don’t be concerned, the times of queueing exterior Abercombie are actually over.
Home windows and entrance
The brown tiled exterior mixed with multi-storey curved home windows go away the outside wanting someplace between Vermont ski chalet and English nation pub. The general impact is agreeable, and the double-door nook entrance permits easy accessibility for buyers from either side. The shop safety guard will each greet you upon entrance and thanks as you permit.
While home windows on one aspect of the shop have purposeful model shows, the opposite merely presents passers by a possibility to see contained in the spacious new retailer.
Retailer match and product vary
Fortunately, the model has left behind all of the attributes which made being of their shops insufferable previous the age of pubescence. The comprehensively laid out area is quiet, impartial smelling and brilliant, with clearly separated sections and signposting the place needed. Plus, the chosen structure means that there’s tonnes of area between rails and you will not end up combating for searching area throughout January gross sales.
The product providing is extensive ranging, with sections for night put on, denim and YPB, Abercrombie’s activewear vary. Sizes vary from UK4-26 in womenswear and XS-3XL in menswear. The denim choice was notably spectacular, with half of the basement ground devoted to denims alone.Â
The flooring are tiled or wood chevron, with non-offensive framed art work lining the partitions. The one facet of the previous Abercrombie that has remained is the heavy use of wooden in its inside, which has been leveraged tastefully on this new format.
There are two girls’s flooring (basement and floor), with menswear on the primary ground. The shop boasts each a elevate and a large set of stairs between its three flooring. The primary checkout desk is on the bottom ground, with one other on basement degree the place clients can choose up on-line orders or make returns and exchanges. Additionally on this degree is an under-stairs seating space comprising of two leather-based armchairs in order that any weary husbands, boyfriends, brothers or sons can stare at their telephones in peace.
Becoming rooms and repair
There are becoming rooms on every ground, every with six rooms. And in the event you can think about, every has a door with hinges that really closes, so no expense spared.
Not like in days of yore, the workers have been absolutely clothed and didn’t outnumber the shoppers. All have been smiling and keen to assist the place attainable.
In conclusion
The general really feel of the shop was brilliant, ethereal and calming. With area sufficient to provide the spectacular product vary the eye it deserves. While dragging a mother or father spherical a pitch-dark retailer attempting to get them to purchase issues was actually a enjoyable pastime, to every little thing there’s a season—except you’re a pair of Abercrombie denims.
