Abercrombie & Fitch to launch new 'Getaway' retail concept

Abercrombie & Fitch is launching its new 'Getaway' retail concept this week, inspired by the feelings experienced at the start of a long weekend.

Designed to replicate a chic hotel lobby, the store offering is curated to appeal to the varied needs of a 25 to 35-year-old customer and prioritise omini-channel shopping.

The concept features apparel and accessories that would be appropriate for working out, wearing to the office, heading for drinks after 5pm or to a friend’s wedding.

Carey Krug, SVP & Head of Marketing for Abercrombie brands said: "Our new getaway-inspired stores reflect the unity of both our brand aesthetic and intuitive, omni-channel functionality. Abercrombie’s young millennial and zillennial customers continue to utilise our stores for a variety of needs—whether it’s discovering new products and trends, picking up online orders, connecting with friends virtually or IRL, figuring out their best fit, or simply enjoying the brand experience.

"Everything from the flow and design elements to the functionality of the spaces was architected to reflect our customer’s ideal experience, whether they’re visiting for a transformative, curated shopping experience or utilising the store’s omni-hub capabilities."

The stores will feature elevated fixtures and furnishings, wood accent walls and distinct spaces dedicated to each of the categories.

The first two stores opened outside Milan in the Il Centro Shopping Centre, and at Los Angeles’ Del Amo Fashion Centre. They will be approximately 4,500 square feet and offer menswear and womenswear.

Abercrombie said it plans to open multiple getaway-concept stores around the globe through the remainder of the fiscal year, with even more planned for 2023.

Joanna Ewing, GVP & Head of Creative for Abercrombie brands added: "We translated our customer’s mindset into a real-world immersive experience. Their love for our denim manifested in a dedicated denim studio. The fitting rooms have been optimised with customisable lighting and chic design elements.

"Their affinity for travel is captured in the store’s hotel lobby-like vibe, complete with a check-in desk. The entire design of these new stores is the unique getaway mindset of our customers brought to life in a way that communicates elevated ease, which is exactly what Abercrombie represents."