Abercrombie debuts new store concept

By

Obi Anyanwu

Published
Feb 6, 2017

Abercrombie & Fitch unveiled on Monday a new store concept that will open at Polaris Fashion Mall in Columbus, Ohio on Friday, February 17. The new store marks as Abercrombie’s first new concept in over 15 years.

 
MJ Sagan Architecture designed the concept that is in line with the brand’s changes that have taken place over the past 18 months, according to the press release. The 4,860-square-foot store features a transparent storefront, a metal sculpture of the A&F logo that was first used in the early 1900s, a concrete platform that displays mannequins showcasing key trends for the season, and materials such as cork, bronze, galvanized steel, vegan leather, wood and marble.
 
The new store also houses a fragrance “apothecary”, an area for seasonal capsule collections, and a dedicated denim room.

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"It is important that our stores reflect what the Abercrombie & Fitch brand is today, so we've created a new space for our customers, that is warm, inviting, inclusive and open. We are excited for customers old and new to rediscover what is at the core of this American Heritage brand: timeless, high-quality clothing that you want to live in," said Stacia Andersen, Brand President of Abercrombie & Fitch and Abercrombie Kids.
 
Among the many changes over the 18 months was the hiring of former Club Monaco executive Aaron Levine and his recent promotion to SVP of Design, and the appointment of Ashley Sargent Price as the first-ever Creative Director of Marketing. She joined the company from J. Crew where she served as SVP of Brand Creative.

In addition, Fran Horowitz was promoted to President and CMO, and on February 1, she was named CEO.
 
Despite the changes, Abercrombie sales continue to fall, and in November, it posted sales decreases for the 15th consecutive quarter.